Apple Smashes Big Brother in 1984 Ad (Shocking!)
Apple’s new iPad ad disappoints creatives with its forceful approach. However, this isn’t new for Apple’s marketing strategy, known for innovation and dramatic ads. Their most iconic example? The 1984 Super Bowl ad, portraying the Macintosh as a rebellion against conformity, quite literally smashing an “Orwellian” giant.
CONTENTS:
Apple Ad Disappoints Creatives
Apple Smashes Big Brother In 1984 Ad
Apple recently released an advertisement showcasing the capabilities of the new iPad, which left the creative community feeling disheartened. The one-minute commercial depicts the iPad Pro as capable of “crushing” various beloved items like artworks, musical instruments, and emojis under a crushing machine.
While the display of brute force may seem distressing, seasoned Apple observers recognize this as a typical “jump the curve moment” in Apple’s marketing language, according to Rajesh Srivastava, a corporate veteran and marketing professor at the Indian Institute of Management (IIM), Indore, who has authored two popular books on marketing and strategy.
Apple’s Innovation & Showmanship
Srivastava elaborates that Apple’s strategy in both technology and marketing can be characterized by its relentless drive for innovation along with its ability to create impactful and theatrical advertisements. This combination has not only established Apple as a dominant force in every market it enters, with a clear intent to outshine competitors, but also ensures that its products leave a lasting impression on the audience. This approach has been consistent throughout Apple’s history, according to Srivastava.
1984: Apple’s Bold Debut
Apple Smashes Big Brother In 1984 Ad
The pinnacle of Apple’s revolutionary advertising approach is embodied in the “1984” commercial, which marked the debut of the Apple Macintosh. Directed by Ridley Scott, this ad aired only once on television and was never shown again. However, its impact was profound and enduring. The advertisement begins in a bleak, authoritarian environment, where rows of uniformed individuals are depicted watching a figure reminiscent of Big Brother speaking on a massive screen.
Macintosh Crushes Big Brother
In a sudden twist, a woman wearing vivid red shorts and a white tank top, symbolizing freedom and defiance, bursts into the room and hurls a sledgehammer at the screen, causing it to shatter and leaving the onlookers stunned into silence. A voiceover declares, “On January 24th, Apple Computer will unveil Macintosh. And you’ll understand why 1984 won’t be like ‘1984.’”
Mac vs. Big Brother
The “1984” advertisement went beyond mere product launch; it portrayed Apple as a revolutionary force in the technology realm, daring to challenge the established order and offering liberation from the mundane computing landscape dominated by IBM. It wasn’t just a promotion for a computer; it embodied Apple’s ethos, presenting the Macintosh as a vehicle for empowerment and creativity, contrasting it with the perceived “Orwellian Dictatorship” of IBM.
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