Forty years ago, on this very day, Apple's revolutionary Macintosh computer made its debut, sending shockwaves through the tech world. Just two days prior, however, the iconic '1984' Super Bowl ad paved the way for its grand entrance, marking a watershed moment in advertising history.
Boardroom Resistance
Initially met with scepticism, Apple's Board of Directors was far from sold on the '1984' ad concept. Deemed as the "worst commercial ever," doubts loomed large over its potential impact.
Jobs and Wozniak's Reaction
In stark contrast to the board's sentiments, Steve Jobs and Steve Wozniak were captivated by the ad's brilliance. Jobs' exclamation of "Oh s–t. This is amazing," echoed Wozniak's sentiment, who hailed it as "better than any science fiction trailer."
Cold Feet and Contemplations
Mike Markkula's suggestion of axing the marketing agency, Chiat/Day, after viewing the ad, showcased the board's lack of enthusiasm. Contemplations of selling off the Super Bowl airtime further highlighted their uncertainty.
Chiat's Disobedience
Despite directives to sell the airtime, Jay Chiat of Chiat/Day boldly went against the grain, securing the 60-second slot for the '1984' ad, much to the chagrin of Apple's leadership.
Wozniak's Heroic Gesture
Upon learning of the ad's precarious situation, Wozniak stepped in with a remarkable offer to cover half of the ad's airtime cost, demonstrating unwavering belief in its potential.
The Ad That Almost Didn’t
Chiat's defiance proved pivotal, as the '1984' Super Bowl ad aired, kickstarting a relentless 100-day advertising blitz and cementing Apple's position as an industry disruptor.
Chiat/Day's Enduring Legacy
Chiat/Day's stewardship of Apple's TV advertising, lasting until 2014, underscores the agency's pivotal role in shaping the company's image. From controversy to celebration, the '1984' ad stands as a testament to innovation and defiance, forever etched in advertising folklore.
What began as a contentious proposal evolved into a game-changing moment in advertising history. The '1984' ad not only heralded the arrival of the Macintosh but also signified the dawn of a new era for Apple, leaving an indelible mark on the hearts and minds of millions.
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