This was the ad that created history. This 60-second commercial ran only once on the Super Bowl in 1984 and achieved the distinction of earning an unprecedented US $150 million in media in value being replayed as the subject of commentary on leading international television channels such as ABC, CBS, NBC, BBC and CBC. It is considered as one of the greatest television commercials ever.
The brief by Steve Jobs for the 1984 ad was simple: He said, I want to stop the world in its tracks. When Jobs introduced this spot at Apple’s annual sales meeting at Hawaii in October 1983, he cast IBM in the role of Big Brother.
The Big Brother was not IBM, but the collective fear of technology, not a corporation either real or imagined. The Big Brother was any government dedicated to keeping its populace in the dark.
Apple wanted to democratize technology telling people that the power was now literally in their hands. They knew that computers and communications could change all that.
Here’s the complete script of the commercial:
(In walk the drones)
Today we celebrate the first glorious anniversary of the Information of Purification Directives.
(Apple’s Hammer-thrower enters, pursued by Storm Troopers)
We have created for the first time in all history a garden of pure ideology, where every worker may bloom, secure from the pests of any contradictory true thoughts.
Our unification of Thoughts is more powerful a weapon than any fleet or army on earth.
We are one people, with one will, one resolve, one cause.
Our enemies shall talk themselves to death and we will bury them with their own confusion.
(Hammer is thrown on Screen)
We shall Prevail!
(Boom!)
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