Citizendia

1984 (Apple commercial)

Anya Major as the unnamed heroine, running from the security guards in the 1984 Apple commercial
Directed byRidley Scott
Produced byChiat/Day
Written byLee Clow
Steve Hayden
StarringAnya Major
David Graham
Distributed byApple Computers
Release date(s)22 January 1984 (only televised broadcast)
Running time30 seconds (final cut)
CountryFlag of the United States United States
LanguageEnglish

1984 is a 1984 American television commercial directed by Ridley Scott, written by Steve Hayden and Lee Clow, produced by Chiat/Day, and starring Anya Major as the unnamed heroine and David Graham as "Big Brother. Anya Major (born 1966 is an athlete and model who starred in Apple Computer 's famous "1984" commercial Sir Ridley Scott (born November 30 1937 in South Shields, Tyne and Wear) is a British Academy Award Nominated and Golden Globe Emmy Award and BAFTA Award winning TBWA Worldwide is an international advertising agency headquartered in New York City. Lee Clow is currently the Chairman and Chief Creative Officer of TBWA\Worldwide. Steve Hayden is a well-known figure in the field of Advertising. Anya Major (born 1966 is an athlete and model who starred in Apple Computer 's famous "1984" commercial David Graham is a British Character actor and voice artist whose work may be more familiar than his name Apple Inc, ( formerly Apple Computer Inc, is an American Multinational corporation with a focus on designing and manufacturing Consumer electronics Events 565 - Eutychius is deposed as Patriarch of Constantinople by John Scholasticus. Year 1984 ( MCMLXXXIV) was a Leap year starting on Sunday (link displays the 1984 Gregorian calendar) The United States of America —commonly referred to as the English is a West Germanic language originating in England and is the First language for most people in the United Kingdom, the United States Year 1984 ( MCMLXXXIV) was a Leap year starting on Sunday (link displays the 1984 Gregorian calendar) The United States of America —commonly referred to as the A television advertisement or television commercial (often just commercial or advert (US or ad (UK is a span of television programming produced Sir Ridley Scott (born November 30 1937 in South Shields, Tyne and Wear) is a British Academy Award Nominated and Golden Globe Emmy Award and BAFTA Award winning Steve Hayden is a well-known figure in the field of Advertising. Lee Clow is currently the Chairman and Chief Creative Officer of TBWA\Worldwide. TBWA Worldwide is an international advertising agency headquartered in New York City. Anya Major (born 1966 is an athlete and model who starred in Apple Computer 's famous "1984" commercial David Graham is a British Character actor and voice artist whose work may be more familiar than his name Big Brother is a Fictional character in George Orwell 's novel Nineteen Eighty-Four, the " [1][2] It was released for a single televised airing in the United States on 22 January 1984 during the third quarter of Super Bowl XVIII. Events 565 - Eutychius is deposed as Patriarch of Constantinople by John Scholasticus. Year 1984 ( MCMLXXXIV) was a Leap year starting on Sunday (link displays the 1984 Gregorian calendar) Super Bowl XVIII was an American football game that was played on January 22, 1984 at Tampa Stadium in Tampa Florida to decide [3] It introduced the Macintosh personal computer for the first time and is now considered a "watershed event" [4] and a "masterpiece. Macintosh, commonly nicknamed Mac is a Brand name which covers several lines of Personal computers designed developed and marketed by Apple Inc A personal computer ( PC) is any Computer whose original sales price size and capabilities make it useful for individuals and which is intended to be operated "[5]

1984 used the unnamed heroine to represent the coming of the Macintosh (indicated by her white tank top with a Picasso-style picture of Apple’s Macintosh computer on it) as a means of saving humanity from "conformity" (Big Brother). Pablo Diego José Francisco de Paula Juan Nepomuceno María de los Remedios Cipriano de la Santísima Trinidad Martyr Patricio Clito Ruíz y Picasso (October 25 1881 &ndash April 8 1973 Apple Inc, ( formerly Apple Computer Inc, is an American Multinational corporation with a focus on designing and manufacturing Consumer electronics Macintosh, commonly nicknamed Mac is a Brand name which covers several lines of Personal computers designed developed and marketed by Apple Inc Big Brother is a Fictional character in George Orwell 's novel Nineteen Eighty-Four, the [6]

These images were an allusion to George Orwell's noted novel, Nineteen Eighty-Four, which described a dystopian future ruled by a televised "Big Brother. An allusion is a figure of speech that makes a reference or representation of or to a well-known person place event literary work myth, or work of art Eric Arthur Blair (25 June 1903 – 21 January 1950 who used the Pseudonym George Orwell, was an English writer Nineteen Eighty-Four (also titled 1984) by George Orwell (the pen name of Eric Arthur Blair) is a 1949 English Novel A dystopia (from the Greek δυσ- and τόπος alternatively cacotopia, kakotopia, cackotopia, or anti-utopia) is the vision of a society Big Brother is a Fictional character in George Orwell 's novel Nineteen Eighty-Four, the "

Contents

Plot

The commercial opens with a dystopic, industrial setting in blue and gray tones, showing a line of individuals (of ambiguous gender) marching in unison. A dystopia (from the Greek δυσ- and τόπος alternatively cacotopia, kakotopia, cackotopia, or anti-utopia) is the vision of a society Ambiguity (Am-big-u-i-ty is the property of being ambiguous, where a Word, term notation sign Symbol, Phrase, sentence, or any Gender comprises a range of differences between men and women extending from the biological to the social They are moving through a long tunnel monitored by a string of televisions. This is in sharp contrast to the full-color shots of the nameless heroine (Anya Major) who has appeared to rescue them. Anya Major (born 1966 is an athlete and model who starred in Apple Computer 's famous "1984" commercial She looks more like an Olympic track and field athlete than a soldier, as she is carrying a large brass-headed hammer and is wearing an athletic "uniform" (bright orange athletic shorts, running shoes, a white tank top with a Picasso-style picture of Apple’s Macintosh computer, a white sweat band on her left wrist, and a red one on her right). The modern or Olympic is an Athletic throwing event where the object is to throw a heavy metal ball attached to a wire and handle Pablo Diego José Francisco de Paula Juan Nepomuceno María de los Remedios Cipriano de la Santísima Trinidad Martyr Patricio Clito Ruíz y Picasso (October 25 1881 &ndash April 8 1973 Macintosh, commonly nicknamed Mac is a Brand name which covers several lines of Personal computers designed developed and marketed by Apple Inc [7]

Big Brother (David Graham) speaking to his audience of drones.
Big Brother (David Graham) speaking to his audience of drones. Big Brother is a Fictional character in George Orwell 's novel Nineteen Eighty-Four, the David Graham is a British Character actor and voice artist whose work may be more familiar than his name

As she is chased by four security guards (presumably agents of the Thought Police with black riot-police uniform, helmets with visors covering their faces, and armed with large night sticks) the heroine races towards a large screen with the image of Big Brother (David Graham) on it. The Thought Police ( thinkpol in Newspeak) are the Secret police of Oceania in George A club (also known as cudgel, baton, truncheon, night stick, and bludgeon) is among the simplest of all weapons Big Brother is a Fictional character in George Orwell 's novel Nineteen Eighty-Four, the David Graham is a British Character actor and voice artist whose work may be more familiar than his name He is celebrating the anniversary of the "Information Purification Directives" (which he summarizes as an end to "contradictory thoughts") and tells his audience that, "our 'Unification of Thoughts' is more powerful a weapon" than anything else he could offer them. The heroine, now close to the screen, hurls the hammer towards it, right at the moment Big Brother announces, "we shall prevail!" In a flurry of light and smoke, the screen is destroyed.

The commercial concludes with text which reads: "On January 24th, Apple Computer will introduce Macintosh. Apple Inc, ( formerly Apple Computer Inc, is an American Multinational corporation with a focus on designing and manufacturing Consumer electronics Macintosh, commonly nicknamed Mac is a Brand name which covers several lines of Personal computers designed developed and marketed by Apple Inc And you'll see why 1984 won't be like 1984. Year 1984 ( MCMLXXXIV) was a Leap year starting on Sunday (link displays the 1984 Gregorian calendar) Nineteen Eighty-Four (also titled 1984) by George Orwell (the pen name of Eric Arthur Blair) is a 1949 English Novel "

Production

Development

The commercial was created by the advertising agency Chiat/Day, with copy by Steve Hayden[8] and Lee Clow. TBWA Worldwide is an international advertising agency headquartered in New York City. Steve Hayden is a well-known figure in the field of Advertising. Lee Clow is currently the Chairman and Chief Creative Officer of TBWA\Worldwide. [9] Ridley Scott (who had just finished filming Blade Runner the year prior) was hired to direct it, with the "unheard-of production budget of $900,000. Sir Ridley Scott (born November 30 1937 in South Shields, Tyne and Wear) is a British Academy Award Nominated and Golden Globe Emmy Award and BAFTA Award winning Blade Runner is a 1982 American Science fiction Film, directed by Ridley Scott. " [10]

Steve Jobs and John Sculley were so enthusiastic about the final product that they:

purchased one and a half minutes of ad time for the Super Bowl, annually the most-watched television program in America. Steven Paul Jobs (born February 24 1955 is the Co-founder, Chairman, and CEO of Apple Inc and former CEO of Pixar Animation John Sculley (born April 6 1939) is an American businessman Sculley was vice-president (1970-1977 and president of PepsiCo (1977-1983 until In December 1983 they screened the commercial for the Apple Board of Directors. To Job's and Sculley's surprise, the entire board hated the commercial. " [10]

Despite the board’s dislike of the film, Steve Jobs continued to support it. Steven Paul Jobs (born February 24 1955 is the Co-founder, Chairman, and CEO of Apple Inc and former CEO of Pixar Animation Steve Wozniak watched it and offered to pay for the spot personally if the board refused to air it. [8] Chiat/Day finally managed to sell thirty seconds of the original sixty-second ad. [10]

Intended message

Adelia Cellini states in a 2004 article for MacWorld, "The Story Behind Apple's '1984' TV Commercial":

Let's see - an all-powerful entity blathering on about Unification of Thoughts to an army of soulless drones, only to be brought down by a plucky, Apple-esque underdog. Not to be confused with McWorld, a term for globalisation Macworld is a web site and monthly Computer magazine dedicated So Big Brother, the villain from Apple's '1984' Mac ad, represented IBM, right? According to the ad's creators, that's not exactly the case. International Business Machines Corporation abbreviated IBM and nicknamed "Big Blue", is a multinational Computer Technology The original concept was to show the fight for the control of computer technology as a struggle of the few against the many, says TBWA/Chiat/Day's Lee Clow. Lee Clow is currently the Chairman and Chief Creative Officer of TBWA\Worldwide. Apple wanted the Mac to symbolize the idea of empowerment, with the ad showcasing the Mac as a tool for combating conformity and asserting originality. What better way to do that than have a striking blonde athlete take a sledghammer to the face of that ultimate symbol of conformity, Big Brother? [6]

However, in his 1983 Apple keynote address, Steve Jobs made the following comment before showcasing a preview of the commercial to a select audience:

It is now 1984. It appears IBM wants it all. Apple is perceived to be the only hope to offer IBM a run for its money. Dealers initially welcoming IBM with open arms now fear an IBM dominated and controlled future. They are increasing and desperately turning back to Apple as the only force that can ensure their future freedom. IBM wants it all and is aiming its guns on its last obstacle to industry control, Apple. Will Big Blue dominate the entire computer industry? The entire information age? Was George Orwell right about 1984? [11]

Reception

The first Macintosh (1984), The Macintosh 128K
The first Macintosh (1984), The Macintosh 128K

Awards

Social impact

Ted Friedman, in his 2005 text, Electric Dreams: Computers in American Culture, notes the impact of the commercial:

Super Bowl viewers were overwhelmed by the startling ad. The Macintosh is the original Apple Macintosh Personal computer. TV Guide is the name of a North American weekly magazine about television programming Advertising Age (or AdAge) is a Magazine, delivering news analysis and data on marketing and media The Cannes Lions International Advertising Festival ( IAF) is generally regarded as the most prestigious international Advertising Festival. The ad garnered millions of dollars worth of free publicity, as news programs rebroadcast it that night. It was quickly hailed by many in the advertising industry as a masterwork. Advertising Age named it the 1980s Commercial of the Decade, and it continues to rank high on lists of the most influential commercials of all time [. Advertising Age (or AdAge) is a Magazine, delivering news analysis and data on marketing and media The 1980s was the decade spanning from January 1 1980 to December 31 1989. . . ] 1984 was never broadcast again, adding to its mystique. [10]

1984 became a signature representation of Apple computers. Apple Inc, ( formerly Apple Computer Inc, is an American Multinational corporation with a focus on designing and manufacturing Consumer electronics It was scripted as a thematic element in the 1999 docudrama, Pirates of Silicon Valley, which explores the rise of Apple and Microsoft (the film opens and closes with references to the commercial including a re-enactment of the heroine running towards the screen of Big Brother and clips of the original commercial). A Docudrama is a Dramatization of actual historical events Generalities Docudramas tend to demonstrate some or most of the following characteristics Pirates of Silicon Valley is a 1999 film based on the book Fire in the Valley The Making of The Personal Computer by Paul Freiberger and Microsoft Corporation is an American multinational Computer technology Corporation, which rose to dominate the Home computer [16] The 1984 ad was also prominent in the 20th anniversary celebration of the Macintosh in 2004, as Apple reposted a new version of the ad on its website. Macintosh, commonly nicknamed Mac is a Brand name which covers several lines of Personal computers designed developed and marketed by Apple Inc In this updated version, an iPod, complete with signature white earbuds, was digitally added to the heroine. iPod is a popular brand of Portable media players designed and marketed by Apple Inc Attendees were given a poster showing the heroine with iPod as a commemorative gift. [17]

See also

Further reading

Notes

  1. ^ David Graham
  2. ^ Google Answers article #741952
  3. ^ Apple's 1984: The Introduction of the Macintosh in the Cultural History of Personal Computers
  4. ^ Apple's '1984' Super Bowl commercial still stands as watershed event
  5. ^ Leopold, Todd (3 February 2006). Events 1112 - Ramon Berenguer III of Barcelona and Douce I of Provence marry uniting the fortunes of those two states Year 2006 ( MMVI) was a Common year starting on Sunday of the Gregorian calendar. Why 2006 isn't like '1984'. CNN. Cable News Network, usually referred to by its Initialism CNN, is a major English language Television network founded in 1980 by Ted Turner Retrieved on 2008-05-10. 2008 ( MMVIII) is the current year in accordance with the Gregorian calendar, a Leap year that started on Tuesday of the Common Events 1291 - Scottish Nobles recognize the authority of Edward I of England.
  6. ^ a b Cellini, Adelia (January, 2004). The Story Behind Apple's '1984' TV commercial: Big Brother at 20. MacWorld 21. Not to be confused with McWorld, a term for globalisation Macworld is a web site and monthly Computer magazine dedicated 1, page 18. Retrieved on 2008-05-09. 2008 ( MMVIII) is the current year in accordance with the Gregorian calendar, a Leap year that started on Tuesday of the Common Events 1457 BC - Battle of Megiddo (15th century BC between Thutmose III and a large Canaanite coalition under the King of
  7. ^ AN INTERPRETIVE STUDY OF VISUAL CUES IN ADVERTISING
  8. ^ a b Hansen, Liane (01 February 2004). Events 1327 - Teenaged Edward III is crowned King of England, but the country is ruled by his mother Queen "MMIV" redirects here For the Modest Mouse album see " Baron von Bullshit Rides Again " A Look Back at Apple's Super Ad. NPR. Retrieved on 2008-05-10. 2008 ( MMVIII) is the current year in accordance with the Gregorian calendar, a Leap year that started on Tuesday of the Common Events 1291 - Scottish Nobles recognize the authority of Edward I of England.
  9. ^ Lee Clow: His Masterpiece. Retrieved on 2008-05-10. 2008 ( MMVIII) is the current year in accordance with the Gregorian calendar, a Leap year that started on Tuesday of the Common Events 1291 - Scottish Nobles recognize the authority of Edward I of England.
  10. ^ a b c d Friedman, Ted (2005). Electric Dreams: Computers in American Culture, Chapter 5:1984. New York University Press. New York University ( NYU) is a private, Nonsectarian, Coeducational Research University in New York City. Retrieved on 2008-05-10. 2008 ( MMVIII) is the current year in accordance with the Gregorian calendar, a Leap year that started on Tuesday of the Common Events 1291 - Scottish Nobles recognize the authority of Edward I of England.
  11. ^ 1983 Apple Keynote-The "1984" Ad Introduction
  12. ^ Apple's '1984' named best Super Bowl spot
  13. ^ TV Guide Names Apple's "1984" Commercial As #1 All-Time Commercial!
  14. ^ THE MEDIA BUSINESS: Advertising; A new ranking of the '50 best' television commercials ever made
  15. ^ ADVERTISING; ; Chiat Wins at Cannes For '1984' Apple Spot
  16. ^ Film review
  17. ^ The Apple Mac is 20

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