The product being introduced by the TV commercial of that name was the Macintosh, but the cause was bringing power-computer power-to the people.
"Macintosh was always bigger than the product," says Steve Hayden, copywriter on the spot while at Chiat/Day and now chairman of BBDO Worldwide's Los Angeles office, home of the Apple account since 1986.
"We thought of it as an ideology, a value set. It was a way of letting the whole world access the power of computing and letting them talk to one another. The democratization of technology-the computer for the rest of us."
Ten years ago, in the third quarter of the National Football League's Super Bowl game on Jan. 22, Apple introduced the Mac with a 60-second Orwellian epic in which a youthful woman hurled a big mallet at a big screen to kill Big Brother, from George Orwell's classic novel "1984."
Even though Apple today is battling to overcome market share losses as it attempts to redefine its mission, there's no arguing the enduring impact of "1984." The commercial changed advertising; the product changed the ad business; the technology changed the world.
"1984" was a creative and media-buying achievement, a teaser spot with the pretension of a serious film that cost $400,000 to produce and $500,000 to broadcast in its single national paid airing.
It turned the Super Bowl from a football game into advertising's Super Event of the year. And it ushered in the era of advertising as news: The three major TV networks replayed parts or all of the spot as a story on nightly news pro-(Continued on Page 12)