Key facts
| Brand | Apple (Macintosh) |
| Year | 1984 (national airing on 22 January 1984, Super Bowl XVIII) |
| Agency | Chiat/Day |
| Director | Ridley Scott |
| Creative team | Steve Hayden (copy), Lee Clow (creative director), Brent Thomas (art director) |
| Location | Shepperton Studios, London |
What is it about and how was it made?
The spot shows a grey, dystopian world in which a woman destroys a screen with a sledgehammer. The product, the Macintosh, does not appear in the film. It aired nationally on 22 January 1984 in the third quarter of Super Bowl XVIII on CBS.
Reports say Apple’s board disliked the spot. It wanted the airtime sold, but the agency only found buyers for part of it, and Steve Jobs backed the film. Accounts differ on exactly how the sale failed.
On the shoot: Ridley Scott filmed at Shepperton Studios in London. Extras were hired to shave their heads for the crowd scenes, and the lead role went to discus thrower Anya Major.
Read the numbers with care
Budget figures vary considerably by source, so we give no number.
What brands can take away (our interpretation)
- The spot sells an attitude (against conformity) instead of features. The product stays invisible.
- It aired nationally only once. Scarcity and talkability made it an event. It is often cited as the origin of the Super Bowl ad as a cultural event.
- Courage pays off, even against internal resistance. The brand took a stand.
Planning your own spot? The TV spot production guide explains the process, the agency brief template helps with the commission.
Sources
- Wikipedia: 1984 (advertisement)
- Engadget: 31 years ago, Apple’s iconic “1984” ad was broadcast nationally
- UPI: Iconic Super Bowl ad sparked Apple’s rise
This article only states facts we can substantiate from the sources linked below. The section “What brands can take away” is our own interpretation.