The year is 1984. It’s Super Bowl Sunday and you turn on the TV to see a procession of stern men marching through a tunnel. No, it’s not the Los Angeles Raiders. It’s the most important Super Bowl commercial of all time.
Apple’s iconic Macintosh advert, simply called “1984” and based on George’s Orwell’s novel of the same name, featured a “Big Brother” figure addressing hordes of subjects from a giant screen and a woman who escapes riot police to smash the screen with a hammer. When viewed now, it is the epitome of the 1980s – CRT TVs, dramatic voiceovers and big hair. But back then, it was unlike any commercial America had ever seen.
They were also a decade when advertisers started to devote real attention – and budget – to the power of the little box in everyone’s living room. “TV advertising at that time suddenly blew up. All these new categories suddenly discovered it,” says Stubley. “In America, there was this huge war between Miller and Budweiser. Then you had finance suddenly discovering the power of TV, retail discovering the power of TV. So all of these categories were all kind of piling in.
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