Apple's "1984"
Targeting - Tech enthusiasts, marketing history enthusiasts.
Core Theme of the Campaign -
Broke traditional advertising norms and became an iconic moment.
About the
Campaign -
A legendary Super Bowl commercial that introduced the Macintosh computer.
Formula applied by the Campaign to elicit customer action -
Unveiled the Macintosh as a revolutionary product, breaking conformity.
Business Title
A Look at
the Campaign
1. Concept: The "1984" commercial was inspired by George Orwell's dystopian novel "1984," which depicted a totalitarian regime characterized by conformity and control. Apple's commercial leveraged this concept to position itself as a champion of individualism, innovation, and freedom of thought.
2. Setting: The commercial is set in a bleak and dystopian future where a large screen broadcasts a speech by a "Big Brother" figure, representing conformity and authoritarianism. Rows of people are seated, staring blankly at the screen.
3. Heroine: A young woman, representing individualism and non-conformity, is seen running towards the screen. She carries a sledgehammer, symbolic of rebellion.
4. Message: As the young woman approaches the screen, she throws the sledgehammer at it, shattering it into pieces. This act symbolizes the liberation of the masses from conformity and control, and it represents the Macintosh as a tool for empowering individuals to challenge the status quo.
5. Voiceover: The commercial features a powerful voiceover that declares, "On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like '1984.'" This voiceover reinforces the idea that Apple's new product will usher in a new era of creativity and individuality.
6. Logo and Tagline: The commercial ends with the Apple logo and the tagline "Introducing Macintosh. For the rest of us." This tagline emphasizes the idea that the Macintosh is a computer for the non-conformists, the free thinkers, and the creative individuals.
7. Impact: The "1984" commercial had a profound impact on the advertising industry and on Apple's brand. It was bold, daring, and unconventional, setting a new standard for Super Bowl commercials. It also helped establish Apple as a company that challenged the status quo and championed innovation.
8. Cultural Significance: The commercial is often cited as one of the greatest and most memorable ads in the history of advertising. It is also recognized for its cultural significance in promoting individualism and the idea of "thinking different."