1984 жылғы Apple Macintosh жарнамасы

1984 American television commercial directed by Ridley Scott

"1984" is an American television commercial that introduced the Apple Macintosh personal computer. It was conceived by Steve Hayden, Brent Thomas, and Lee Clow at Chiat/Day, produced by New York production company Fairbanks Films, and directed by Ridley Scott. The ad was an allusion to George Orwell's noted 1949 novel, Nineteen Eighty Four, which described a dystopian future ruled by a televised "Big Brother". In the US, it first aired in 10 local outlets, including Twin Falls, Idaho, where Chiat/Day ran the ad on December 31, 1983, at the last possible break before midnight on KMVT, so that the advertisement qualified for the 1984 Clio Awards. Its second televised airing, and only US national airing, was on January 22, 1984, during a break in the third quarter of the telecast of Super Bowl XVIII by CBS. In one interpretation of the commercial, "1984" used the unnamed heroine to represent the coming of the Macintosh (indicated by her white tank top with a stylized line drawing of Apple’s Macintosh computer on it) as a means of saving humanity from "conformity" (Big Brother). Originally a subject of contention within Apple, it has subsequently been called a watershed event and a masterpiece in advertising. In 1995, The Clio Awards added it to its Hall of Fame, and Advertising Age placed it on the top of its list of 50 greatest commercials.

The commercial was created by the advertising agency Chiat/Day, of Venice, California, with copy by Steve Hayden, art direction by Brent Thomas, and creative direction by Lee Clow. The commercial "grew out of an abandoned print campaign" with a specific theme:
The actors who appeared in the commercial were paid $25 per day. Scott later admitted that he accepted brutal budget constraints because he believed in the ad's concept, outlining how the total cost was less than $250,000 and that he used local skinheads to portray the broken, pale "drones" in the commercial. Steve Jobs and John Sculley were so enthusiastic about the final product that they " purchased one and a half minutes of ad time for the Super Bowl, annually the most watched television program in America. In December 1983 they screened the commercial for the Apple Board of Directors. To Jobs' and Sculley's surprise, the entire board hated the commercial." However, Sculley himself got "cold feet" and asked Chiat/Day to sell off the two commercial spots. Despite the board's dislike of the film, Steve Wozniak and others at Apple showed copies to friends, and he offered to pay for half of the spot personally if Jobs paid the other half. This turned out to be unnecessary. Of the original ninety seconds booked, Chiat/Day resold thirty seconds to another advertiser, then claimed they could not sell the other 60 seconds, when in fact they did not even try.

In March 2007, the advertisement attracted attention again when Hillary 1984, a video mashup of the original commercial with footage of Hillary Clinton used in place of Big Brother, went viral in the early stages of the campaign for the 2008 Democratic presidential nomination. The video was produced in support of Barack Obama by Phil de Vellis, an employee of Blue State Digital, but was made without the knowledge of either Obama's campaign or his own employer. De Vellis stated that he made the video in one afternoon at home using a Mac and some software. Political commentators including Carla Marinucci and Arianna Huffington, as well as de Vellis himself, suggested that the video demonstrated the way technology had created new opportunities for individuals to make an impact on politics. The 2008 The Simpsons episode "MyPods and Boomsticks" parodies the ad. In it, Comic Book Guy throws a sledgehammer at a giant screen that displays the CEO "Steve Mobs". In May 2010, Valve released a short video announcing the release of Half Life 2 on OS X featuring a recreation of the original commercial, with the people replaced with City 17's citizens, Big Brother with a speech from Wallace Breen, the agents of the Thought Police with Combine Soldiers, and the nameless runner with Alyx Vance. It is Valve's only official Half Life 2 SFM. In the 2016 The Simpsons episode "The Last Traction Hero", Lisa Simpson is a bus monitor and fantasizes about being on a big screen controlling the bus children with Bart Simpson as the runner with the hammer. On August 13, 2020, Apple removed Fortnite from the App Store after Epic Games introduced a direct payment option that circumvented Apple's 30% revenue cut policy, violating terms of service policies. In response, Epic filed a lawsuit against Apple, and created a parody of the "1984" ad called "Nineteen Eighty Fortnite".