The Truth Behind Apple’s Legendary “1984” Commercial

If you’re a fan of advertising, you’ve likely seen the 1984-esque promotion of the Apple Macintosh computer. Directed by Ridley Scott (the mind behind classics such as “Alien” and “Blade Runner”), the artistic commercial has gone down as the undisputed best Superbowl ad in history. In fact, the campaign is arguably the most iconic piece of TV marketing material ever created. From the subtle antagonization of Microsoft to the contrast of the Blonde Woman in comparison to the dull backdrop, the ad shook the world.

As their release date neared, Apple wanted to bring Macintosh into the spotlight as the savior of the informational realm. To do so, they needed to establish the current leader (Microsoft) as a public enemy. Hence, their spin on the Orwellian novel “1984.” 

The video depicts a blonde woman in a white tank top, infiltrating what seems to be a brainwashed society. As hundreds of seemingly brain-dead citizens (all wearing grey) march through the halls to a meeting room, the lady (toting a sledgehammer) darts into the compound. While a large monitor blares Stalin-esque messages like “today we celebrate the first anniversary of the information purification directives,” she enters the seating area. 

The camera captures the seemingly blank expressions of the people in attendance as they stare wide-eyed at the screen, obviously fascinated with the information. The woman hurls her sledgehammer at the screen as it yells, “we shall prevail,” leading to a large explosion. As the screen pans to white, hovering over the citizens’ shocked faces, a narrator reads the on-screen text, stating, “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like ‘1984.’”

Primarily meant to promote the newest Apple product as a splash of color in a dull world, the themes of intensity and abstraction certainly shocked the viewing public. 

The subliminals in the promotion are simply breathtaking. While the information tyrant is never formally named, most consumers generally assumed that it was Microsoft. By leading the viewer to the conclusion without saying it outright, Apple essentially achieved a form of “inception,” a term coined by the 2010 movie starring Leonardo DiCaprio. As shown in the movie, Apple was able to plant an idea within the head of a consumer indirectly. 

In short, they managed to paint Microsoft as a villain without noting it, making the opinion more organic. When it aired during the 3rd quarter of Superbowl XVIII on Jan. 22, 1984, the ad did wonders for Apple, leading to the sales of 72,000 Macintosh units within the first 100 days of its release. Their numbers blew expectations out of the water by 50%, even in the upside estimates. Interestingly enough, this ad was frowned upon by Apple CEO and the board of directors when it was presented as a primary candidate. Apple executives, primarily headed by Steve Jobs, decided to overrule the notion and air it against the majority’s disapproval. 

Having drastically shifted the public opinion of Microsoft and established Apple as a savior in the technological sphere, the “1984” advertisement has gone down as arguably the best T.V promotional media in history. While many agencies have attempted to replicate the mesmerizing contrast and subliminally, few have produced ads that can hold a candle to the wonder that is the Apple Macintosh campaign.