How Apple's "1984" Commercial Changed the Super Bowl forever | NFL Films Presents

Super Bowl 50 and the Legacy of Apple's 1984 Ad

Introduction to Super Bowl 50

• Super Bowl 50 is set to take place at Levi Stadium in Santa Clara, California, a hub for leading tech companies like Apple.

• The event marks a significant anniversary related to Apple's impact on technology and advertising.

The Significance of the 1984 Ad

• The ad celebrates the first anniversary of "information purification directives," presenting a vision of unity against oppressive forces.

• Steve Jobs believed that computers could empower individuals rather than serve as tools for control, contrasting George Orwell's depiction in "1984."

Creative Process Behind the Ad

• Lee Clow, creative director for the ad, describes it as groundbreaking and cinematic, setting a new standard for Super Bowl commercials.

• Ridley Scott directed the ad, which depicted a dystopian future where an individual disrupts conformity—symbolizing Apple's mission with Macintosh.

Internal Challenges and Boardroom Decisions

• Despite initial enthusiasm from Jobs and Clow, Apple’s board was horrified by the ad concept due to its unconventional approach.

• Test audience scores were low (5 out of 29), leading to internal conflict; however, Jobs insisted on showcasing innovation over market research.

Impact on Advertising Culture

• The commercial sparked discussions beyond the game itself; it established a trend where Super Bowl ads became cultural talking points.

• Over three decades later, brands still strive to create memorable moments akin to Apple's iconic advertisement.

Lasting Influence of the 1984 Commercial

• The ad infused Steve Jobs' rebellious spirit into Apple’s identity as a brand for misfits seeking autonomy in technology.

• Today, this legacy continues as people reference or share memories of that transformative moment in advertising history.