APPLE BREAKS THE MOLD WITH '1984'

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Following the debacle of the launch of its $10,000 Lisa computer, Apple Computer needed a big idea. A small team led by Apple co-founder Steve Jobs and Chiat/Day's Lee Clow, then exec VP-creative director, was sitting in the latter's office where I drew a board that had one guy sitting in a room watching Big Brother. A girl busts into the room, had a baseball bat and smashed the TV. In a half-hour, the Macintosh "1984" commercial was built. It aired Jan. 24, 1984 during the Super Bowl. The spot created a special place for commercials -- advertising as an event -- transforming the Super Bowl telecast as the way to go
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