Today marks 41 years since the launch of Apple’s first Macintosh, which debuted just two days after its iconic introduction during a commercial break in the third quarter of Super Bowl XVIII. While the “1984” advertisement became a defining cultural moment and a game-changer for product introductions, Apple’s Board of Directors initially opposed it. Here’s the story of how this legendary ad nearly didn’t make it to air…
On January 22, 1984, Apple shot to international fame with the airing of the groundbreaking “1984” advertisement during Super Bowl XVIII. Helmed by director Sir Ridley Scott (known for Alien and Blade Runner) and crafted by Apple’s former advert agency (Chiat/Day), the 60-second spot drew inspiration from George Orwell’s novel 1984, depicting a dystopian world dominated by a televised Big Brother figure (which subtly mocked IBM).
The advertisement opens with echoing alarms and rows of bald men clothed in gray marching towards a large screen in a sterile environment. As they sit before the screen, an ominous voice begins to speak.
Simultaneously, a woman dressed in athletic wear with a Macintosh drawing on her tank top is pursued by four riot-clad police, symbolizing the Thought Police from Orwell’s narrative. Armed with a massive sledgehammer, she rushes towards the mesmerized men, fixated on Big Brother’s speech.
Today, we commemorate the first glorious anniversary of the Information Purification Directives.
We have, for the first time in all of history, created a garden of pure ideology—where each worker may flourish, free from the pests spreading contradictory thoughts.
Our Unification of Thoughts is a more potent weapon than any fleet or army on this planet. We are one people, with one will, one resolve, one cause.
Our foes will talk themselves to death, and we will bury them under their own confusion.
We shall prevail!
Just before being captured by the authorities, she hurls the sledgehammer at Big Brother’s screen, right after he asserts, “We shall prevail!” With a resounding bang, the destruction of Big Brother liberates the shackled minds of the audience, as light returns to their faces.
In the final eight seconds of the advertisement, a narrator mentions “Macintosh,” accompanied by scrolling text that states:
On January 24th, Apple Computer will unveil the Macintosh. And you’ll understand why 1984 will not be like 1984.
The screen fades to black, and the iconic rainbow Apple logo takes center stage.
The Untold Story Behind ‘1984’
Upon first viewing the ad in an internal Chiat/Day meeting, Steve Jobs exclaimed, “Oh s–t. This is incredible,” according to former Apple CEO John Sculley. Steve Wozniak echoed this sentiment, calling it “better than any science fiction trailer.” However, the Board of Directors had an entirely different reaction.
After their first screening, board member Mike Markkula suggested that Apple should hire a different marketing agency and terminate Chiat/Day’s contract. Sculley noted that others on the board shared similar views, with most expressing that it was the poorest advertisement they had ever seen. There was not a single external board member who found it appealing.
After hesitating, Sculley directed Chiat/Day principal Jay Chiat to sell off the purchased Super Bowl airtime. However, Chiat discreetly ignored these instructions. At that time, they had secured two slots: a 60-second ad for the third quarter and a 30-second version for later in the game. Chiat only sold the shorter spot and informed Sculley that the longer one could no longer be sold, even though they hadn’t genuinely pursued it.
Upon hearing from Jobs that the advertisement was in jeopardy, Wozniak readily offered to pay $400,000 from his own funds, equating to half of the ad’s airtime cost, stating, “I’ll cover half if you do.”
Ultimately, this gesture proved unnecessary. The executive team opted for a full-scale, 100-day Macintosh advertising blitz. Since they had already invested in producing the ‘1984’ ad and had airtime secured, they moved forward with airing it to kick off their campaign.
Chiat’s defiance of Sculley’s order significantly aided in the triumph of the Macintosh and secured Apple’s legacy in history. The partnership with Chiat/Day continued until 2014.
It’s one of my favorite stories.
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