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Published On: Wed, Jan 22nd, 2014

This Day in History: Apple ‘1984’ Super Bowl commercial intros the Macintosh with Big Brother

1984” is an American television commercial which introduced the Apple Macintosh personal computer, but broke the mold for Super Bowl ads when it aired January 22, 1984.

Ad_apple_1984_Super Bowl commercialThe commercial, directed by Ridley Scott (Alien, Gladiator) is considered one of the greatest Super Bowl ads of all-time.

The commercial used the unnamed heroine to represent the coming of the Macintosh (indicated by her white tank top with a stylized line drawing of Apple’s Macintosh computer on it) as a means of saving humanity from “conformity” from Big Brother.

“In one fell swoop it positioned the Apple brand as creative, different and human while re-positioning its competition as staid, status quo and robotic,” says 180 LA’s Gelner to FORBES.

After the ad’s initial premiere, a flood of resulting controversy set off a wave of wide-spread media coverage that involved showing the ad itself as part of covering it, therefore generating an estimated $5 million in “free” airtime.

It has since been seen on television commercial compilation specials, as well as in “Retro-mercials” on TV Land.

 

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