Exhibit 12.6 Apple’s 1984 Macintosh commercial masterfully blends likeability with potent symbolism.
Apple’s 1984 advertisement, aired during Super Bowl XVIII, is a masterstroke of marketing and symbolism. Directed by Ridley Scott, the ad introduced the Macintosh computer to the world in a visually stunning and thought-provoking manner.
Inspired by George Orwell’s dystopian novel 1984, the ad depicts a world dominated by a totalitarian regime that suppresses individuality and free thought. The commercial’s imagery, featuring a monolithic “Big Brother” conformity.
The commercial depicts a scene in which a group of emotionless, grey-clad people are marching in unison through a dark, dystopian setting. They are watching a propaganda broadcast by Big Brother, who represents the oppressive force of conformity and control.
Suddenly, a young woman in bright athletic clothes (symbolising the vibrant and disruptive spirit of Apple) bursts onto the scene, running towards the screen with a hammer in her hands. She is being chased by guards but manages to swing the hammer at the screen, shattering it. This act of rebellion is meant to signify the destruction of conformity and the dawn of a new era of personal computing, which Apple promised with the introduction of the Macintosh.
As the screen shatters, the ad ends with the message: “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like ‘1984’.”
While Steve Jobs was a strong proponent of the ad, Apple’s board of directors was less enthusiastic, with some members considering it too radical and not directly related to the product. In fact, the board wanted to sell off the Super Bowl ad time, but the advertising agency quietly resisted this.
The impact of the ad was immediate and profound. It created enormous buzz around the Macintosh, even before its official release, and positioned Apple as a revolutionary force in the tech industry. The ad also became a cultural touchstone, often cited as one of the greatest commercials of all time.
Aired once during the Super Bowl, the ad sparked a media frenzy, making it one of the best examples of likeability in advertising. News outlets replayed it so often that it reportedly earned Apple an additional USD 5 million in “free” airtime, contributing to an overall impact estimated at USD 45 million, according to John Sculley, Apple’s then-CEO.
The Clio Awards added Apple’s 1984 advertisement to its Hall of Fame, and Advertising Age placed it on the top of its list of 50 greatest commercials, cementing its status as one of history’s most influential advertisements.
