Forty years ago, the advertising and technology landscape changed forever during a broadcast of the Super Bowl. On January 22, 1984, the Los Angeles Raiders defeated Washington 38-9 in Super Bowl XVIII, a game that was largely decided by halftime. However, it was not the game that made history, but a 60-second commercial that aired during the game.
The commercial, titled ‘1984,’ was created by the Chiat/Day ad agency and directed by Ridley Scott, known for his work on the iconic science-fiction film ‘Blade Runner.’ Although the ad was intended to introduce the new Macintosh computer by Apple, it did not actually feature the product. Instead, it loosely drew inspiration from George Orwell’s famous novel.
The ‘1984’ commercial quickly gained acclaim and became one of the most celebrated ads ever made. It marked the beginning of a tradition where the Super Bowl served as an annual platform for high-profile advertisements from Fortune 500 companies. This shift was largely attributed to Apple co-founder Steve Jobs, who sought to leverage the broadcast to challenge the company’s rivals.
In recent interviews, key figures involved in the creation of the ‘1984’ spot, including Ridley Scott, John Sculley, Steve Hayden, Fred Goldberg, and Anya Rajah, reflected on the commercial’s development, its inspiration, and the internal objections that nearly prevented its airing.
Reflecting on the origins of the commercial, John Sculley recalled a pivotal moment in 1983 when the cover of Businessweek proclaimed IBM as the winner. This news left the Apple team feeling disheartened, prompting them to seek a bold approach to confront their competitors.
One of the central figures in the creation of the ‘1984’ commercial, Steve Hayden, emphasized the significance of the ad in challenging the status quo and setting a new standard for Super Bowl advertising. He highlighted the unconventional nature of the commercial, which defied traditional advertising norms by not showcasing the product it aimed to promote.
Additionally, Fred Goldberg, the Apple account manager for Chiat/Day, provided insights into the internal resistance the ad initially faced within Apple. Despite objections, the commercial ultimately aired and left a lasting impact on the advertising industry.
Anya Rajah, the actor who famously wielded the sledgehammer in the ‘1984’ spot, shared her perspective on the commercial’s success and enduring legacy. Her role in the ad solidified its place in advertising history and contributed to its widespread recognition.
The ‘1984’ commercial’s influence extended beyond its immediate impact, as it paved the way for future Super Bowl advertisements to become cultural phenomena. Its legacy continues to resonate, shaping the trajectory of advertising and reinforcing the significance of the Super Bowl as a platform for innovative and groundbreaking commercials.
