How the Apple '1984' Superbowl Commercial Was Made

AdWeek provides a look at how Apple's famous '1984' Superbowl commercial was made in an article posted yesterday.

The ad was conceived by Steve Hayden, Brent Thomas and Lee Clow at Chiat/Day, Venice, produced by New York production company Fairbanks Films, and directed by Ridley Scott.


The first version of the spot was more Jetsons than Metropolis. The intention was to remove people's fears of technology at a time when owning your own computer made about as much sense as owning your own cruise missile. We wanted to democratize technology, telling people that the power was now literally in their hands.

The ad was almost killed in 1983 when Jobs played it for Apple Board Members.

When the lights came up, Murray reported that most of the board members were holding their heads in their hands, shaking them ruefully. Finally, the chairman, Mike Markula, said, "Can I get a motion to fire the ad agency?"

Interestingly, Motorola has just teased a Superbowl ad which suggests that Apple has now taken on the role of Big Brother and it is Motorola that will free us from its clutches.