Amaya Toman Apple has practically always been able to boast of distinctive and successful advertising campaigns. In addition to Think Different, the most famous ones include the campaign called "1984", through which the company promoted its first Macintosh during the Super Bowl in the mid-XNUMXs.
It could be interest you
The campaign was deployed at a time when Apple was far from ruling the computing market - IBM was more dominant in this area. The famous Orwellian clip was created in the workshop of the California advertising agency Chiat/Day, the art director was Brent Thomas and the creative director was Lee Clow. The clip itself was directed by Ridley Scott, who at the time was mainly associated with the dystopian sci-fi film Blade Runner. The main character – a woman in red shorts and a white tank top who runs down the aisle of a darkened hall and smashes a screen with a talking character with a thrown hammer – was played by British athlete, actress and model Anya Major. The character of "Big Brother" was played by David Graham on the screen, and Edward Grover took care of the narration of the commercial. In addition to the mentioned Anya Major, anonymous London skinheads also played in the commercial, who portrayed the audience listening to "two minutes of hate".
It could be interest you
Flying around the world with Apple “Apple Computer will introduce the Macintosh on January 24. And you'll find out why 1984 won't be 1984,” sounded in the ad with a clear reference to the cult novel by George Orwell. As is often the case, there was controversy within the company regarding this ad. While Steve Jobs was enthusiastic about the campaign and even offered to pay for its airing, the company's board of directors had a different opinion, and the ad almost never saw the light of day. After all, the spot was aired during the not-so-cheap Super Bowl time, and it caused quite a stir.
Gallery
It is certainly not possible to say that the campaign was ineffective. After its broadcast, a respectable 3,5 million Macintoshes were sold, surpassing even the expectations of Apple itself. In addition, the Orwellian commercial has won its creators a number of awards, including Clio Awards, an award at the Cannes Film Festival, and in 2007, the "1984" commercial was named the best commercial in the forty-year history of the Super Bowl.
