In a dramatic commercial inspired by George Orwell’s gloomy classic 1984, Apple Computers, Inc. debuted its Macintosh personal computer this week, on January 22, 1984.

In a dramatic commercial inspired by George Orwell’s gloomy classic Nineteen Eighty-Four, Apple Computers Inc. debuted its Macintosh personal computer this week (January 22, 1984). The memorable launch by advertising agency Chiat/Day and directed by Ridley Scott (fresh off the set of Blade Runner) aired during the third quarter of Super Bowl XVIII.

Filmed in London, the sixty-second spot shows an unnamed woman, clad in red shorts, red running sneakers, red and white sweat bands and white tank top- running through an industrial gray Orwellian atmosphere, away from four, riot geared security guards. Approaching a massive hall of ‘workers’ (in reality, many British skinheads due to lack of shaved head actors), she hurls a sledgehammer she carried- at the computer text, number laden image of the booming Big Brother (IBM?!)…silencing its bellowing words about “Information Purification Directive.”

Followed by the full screen pitch;

“On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like 1984” -the spot closed with an image of the Apple logo, a rainbow apple (with a chunk bitten out) on a solid black background.

Reportedly, there were two brief appearances of the advertisement prior to the January airing. However, the commercial still caused a massive media/marketing frenzy, setting off a tidal wave of subsequent free airings…and heralding the era of event (viral) marketing.

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