Apple’s “1984” Super Bowl advertisement set the new advertising trend. It showed the revolution Apple wanted to bring to the world. Even though it aired only once, it is the most iconic Super Bowl advertisement to date. The advertisement premiered during Super Bowl XVIII on January 22, 1984, and was seen by an estimated 77.62 million individuals. The game took place at Tampa Stadium in Tampa, Florida.
The Concept Behind the Ad
In 1984, Apple prepared to launch its Macintosh computer. IBM dominated the PC sector then and was so powerful that Apple wanted to disrupt the sector with its revolution. To convey this message, Apple recruited award-winning director Ridley Scott to capture a one-minute ad based on George Orwell’s novel “1984”.
Orwell’s book had depicted a dystopian world where a totalitarian “Big Brother” was the supreme leader. Apple borrowed from this in its advertisement by depicting a scene where Big Brother was speaking to a brainwashed audience. Then, a woman in red walked in and smashed the screen with a hammer, symbolizing Apple’s desire to break the yoke of technology oppression. The advertisement concluded with the dramatic statement:
This statement represented Apple’s vision of liberating technology users from conformity (IBM).
Apple’s Innovative Marketing Strategy
Super Bowl Slot Investment: Apple spent more than $1 million for a 60-second Super Bowl advertising slot only once, indicating how confident they were in the campaign. At the time, no company had ever attempted such a cinematic, storytelling-based advertisement for the Super Bowl.
Airing the Ad Only Once: Despite being aired only once, the ad was an enormous success since news media, blogs, and TV shows couldn’t stop discussing it repeatedly. It made the super bowl ad industry more attractive towards commercial advertising and movie promotion.
Introducing the “Think Different” Attitude: Apple’s “Think Different” campaign which was launched in 1997 was most likely based on the radical and innovative marketing approach introduced in 1984.
The Influence of Apple’s 1984 Ad
Grand Launch of Macintosh: The Macintosh got outstanding selling performance. Though IBM and DOS PCs remained stiff competitors, Apple’s entry into the market represented the beginning of a new era in computing.
A Marketing Benchmark in History: The 1984 Super Bowl commercial illustrated that commercials could be film-like and groundbreaking, creating a new standard for marketing. This ad made Super Bowl commercials a cultural phenomenon. Super Bowl commercials are not just commercials anymore; they are something that everyone anticipates.
Establishing Apple as a Brand of Innovation: After 1984 people see Apple as a brand with revolution, creativity, and the future. This positioning later helps Apple to launch products like the iPod, iPhone, and iPad as premium, revolutionary products.
Final Thoughts
Apple’s “1984” Super Bowl Ad was a perfect blend of a unique concept, cinematic production, and a correct platform, and dynamic launch all of this combination made a legendary advertisement.
Reference
Apple (1984). “1984” Super Bowl Ad on YouTube
The New York Times (1984). “Apple’s Daring Super Bowl Ad Shocks Audiences”
AdAge (1995). “Why Apple’s 1984 Remains a Masterpiece of Advertising”