Apple's 1984 '1984' Super Bowl Commercial Turns 30: How A Sci Fi Director And 'Skinheads' Made One Of The Best Ads Of All Time
ByGeorge Orwell's "1984" (written in 1946) didn't actually become 1984, while Apple's 2014 probably became something bigger for them than even they could have imagined when they debuted the first Macintosh thirty years ago during an ad in the '84 Super Bowl (won by the Raiders). At the end of its one minute and three seconds, Apple promises 1984 won't be like "1984" for the undrerlying reasons that personal computers will bring knowledge and a purpose to every individual.
Though the Mac was initially advertised as a workplace unit, Jobs envisioned them morphing into something more -- a device that could one day land in every person's home and be used for more personal reasons.
"Maybe someday they'll even buy a second one to leave at home," Steve Jobs said in an interview leading to Mac's launch, CNN reported.
If the commercial appeared to resemble a scene out of a sci fi film, that may be partially because it was directed by Ridley Scott, fresh off two iconic films, "Aliens" (1979) and "Bladerunner" (1982). Even today, the ad is quite striking and is regarded as one of the best of all time.
Prior to its opening, it represented something of a risk, according to CNN's interview with ad executive Fred Goldberg, who at the time was head of Apple's account and eventually included the process in a book he published last month, "The Insanity of Advertising." The board of directors expressed doubt upon seeing the first cut of the commercial. At one point the divide was so great Jobs and Apple co-founder Steve Wozniak offered to pay the cost out of pocket. (It would have been $900,000 between them, according to CNN)
It worked, of course.
"The next day, people bought something like three-and-a-half million dollars in Macintoshes," Goldberg said.
But not without complications.
"About 75% of those guys were skinheads," Goldberg said, referring to the legion of men hired to portray the "army of one," or the army belonging to the man on the screen. "And they were really nasty fellows. They were crazy lowlifes. These were the guys who went around London at that time beating the crap out of immigrants."
"The last day they started throwing the rocks at each other," said Goldberg. "The security company had police dogs there [to control them.]"
As for the lone actress, dressed between a life guard and a hooters waitress, she was harassed on set, according to Goldberg.
As for Ridley Scott, "I never saw him flustered once," said Goldberg.