â1984,â the Ridley Scott-directed, Lee Clow and Chiat/Day brainchild that aired during Super Bowl XVIII was a watershed moment for advertising. With its dystopian imagery, bleak symbolism and powerful message, it is required viewing and a true masterpiece.
Reconnecting to this landmark spot at this moment in our countryâs history, 33 years after its original airing, is serendipitousâwith news that copies of Orwellâs novel are now flying off the shelves. Depending on your socio-political circlesâaka, your Facebook feedâyou may or may not have entertained notions that we are suddenly living in a new Orwellian age. Unless, of course, youâre sipping from a mug filled with liberal tears.
In light of the Trump administrationâs controversial travel ban, Appleâs Super Bowl classic is also newly relevant following comments by CEO Tim Cook that âApple would not exist without immigration, let alone thrive and innovate the way we doâ, referring to Steve Jobsâ father having been a Syrian immigrant.
The Big Brother-esque populist speech that drones on in the background of the ad is chilling:
âToday, we celebrate the first glorious anniversary of the Information Purification Directives. We have created, for the first time in all history, a garden of pure ideologyâwhere each worker may bloom, secure from the pests purveying contradictory truths. Our Unification of Thoughts is more powerful a weapon than any fleet or army on earth. We are one people, with one will, one resolve, one cause. Our enemies shall talk themselves to death, and we will bury them with their own confusion. We shall prevail!â
In this Super Bowl edition of our âBest Ads Everâ series, we talk to some of the industryâs top talent to hear how the legendary spot influenced them. JoaquĂn MollĂĄ, The Communityâs co-founder & chief creative officer, tells Adweek, âI think the connection of what was happening in real life in that company and what happened on the screen is so powerful.â
We were hoping Apple would have something up its sleeve for this yearâs game, though sources tell us the marketer wonât be airing a spot. Still, thereâs never been a more apt time to revisit â1984,â the spot that changed advertising forever.