1984 (advertisement)
The "1984" advertisement was a television commercial that aired on January 22, 1984, during Super Bowl XVIII. Created by advertising agency Chiat/Day for Apple Computer, it promoted the Macintosh personal computer. The commercial is considered a watershed moment in advertising history and a defining event for Apple.
The advertisement depicts a dystopian future inspired by George Orwell's novel Nineteen Eighty-Four. The commercial opens with a bleak, gray world where rows of emotionless people march in unison to a lecture hall. Inside, a giant screen displays a Big Brother-like figure delivering a monotonous, authoritarian speech. The scene is interrupted by a young, athletic woman, clad in a white tank top and red shorts, running through the hall while being pursued by helmeted security forces. She hurls a sledgehammer at the screen, shattering it and causing a blinding flash of light.
Following the explosion, a voice-over announces: "On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like '1984'."
The commercial's narrative symbolizes Apple's intention to challenge IBM's dominance in the personal computer market. IBM, representing the monolithic and controlling "Big Brother," was presented as the established power that Apple, the rebellious and innovative force, would disrupt. The Macintosh was positioned as the tool to empower individuals and break free from conformity.
Despite its limited single airing (though it was shown a few times before the Super Bowl to qualify for awards), the "1984" advertisement generated immense media attention and became a cultural phenomenon. It helped to launch the Macintosh and cemented Apple's image as a disruptive and innovative company. The commercial is often cited as a prime example of event marketing and remains a significant benchmark in advertising creativity and effectiveness. Its impact resonated far beyond the Super Bowl audience and continues to be analyzed and celebrated for its cinematic quality, its bold messaging, and its lasting cultural influence.