In the third quarter of the 1984 Super Bowl, a strange and disorienting advertisement appeared on the TV screens of the millions of viewers tuned in to the yearly ritual. The ad opens on a gray network of futuristic tubes connecting blank, ominous buildings. Inside the tubes, we see cowed subjects marching towards a cavernous auditorium, where they bow before a Big Brother figure pontificating from a giant TV screen. But one lone woman remains unbroken. Chased by storm troopers, she runs up to the screen, hurls a hammer with a heroic grunt, and shatters the TV image. As the screen explodes, bathing the stunned audience in the light of freedom, a voice-over announces, “On January 24th, Apple Computer will introduce the Macintosh. And you’ll see why 1984 won’t be like 1984.”
This commercial, designed by the advertising agency Chiat/Day to introduce Apple’s Macintosh computer and directed by Ridley Scott fresh off his science fiction classic Blade Runner, has never run again since that Super Bowl spot. But few commercials have ever been more influential. Advertising Age named it the 1980s’ Commercial of the Decade. You can still see its echoes today in futuristic ads for technology and telecommunications multinationals such as AT&T, MCI, and Intel. —Ted Friedman
One of the most promising directors of the late ‘70s, Ridley Scott displayed stylistic flair and remarkable storytelling abilities in such films as The Duellists (1977) and his landmark Alien (1979). Born in 1937, in Northumberland, England, Scott was educated at the West Hartlepool College of Art and London’s Royal College of Art. After completing his education, he became a set designer for the British Broadcasting Company in the early ’60s, eventually getting promoted to director of such popular BBC series as the long-running police adventure Z Cars. With the establishment of his own firm, Ridley Scott Associates, Scott was in on the ground floor of some of the most inventive European TV commercials of the 1970s.
The director’s transition to the big screen came with his direction of 1977’s The Duellists, a visually striking Napoleonic war film that won the Jury Prize for Best First Feature at the Cannes Film Festival. Further success followed with 1979’s Alien, which established… read more
This movie does not understands 1984. The character in the screen talking to the audience is the resistence's lider, in the novel by Orwel. He is not Big Brother. The session was called the "hour of hate". During the "hour of hate" individuals would ear the resistance's lider speach and then explode in insults against him. The Lennie Riefenstahl character kills the hope for resistance.