Episode 1: The Ad that Changed Advertising — Apple’s 1984 Super Bowl Commercial

03.02.2025

Welcome to the Comms Club Podcast —the show where we unpack iconic campaigns, uncover brand secrets, and explore timeless lessons in marketing, public relations, and advertising.

[Host Introduction]

This is the very first episode of Comms Club Podcast! I’m Pippa Evans, and I’m thrilled to have you here as we kick off with insights, stories, and strategies behind the world’s most iconic campaigns. If you’ve ever wondered what it takes to create a groundbreaking moment in advertising, you’re in the right place.

Today, we’re diving into one of the most famous commercials in history — Apple’s legendary ‘1984’ Super Bowl ad. Even if you weren’t around to see it live, you’ve likely heard of it or seen clips. This single ad didn’t just introduce the world to the Macintosh computer; it transformed the entire landscape of advertising."

Now, if you’ve never seen Apple’s 1984 ad—or if it’s been a while—I highly recommend watching it before we dive in. I’ve linked a YouTube version in the episode description, so feel free to pause here, check it out, and come back when you’re ready!

Alright, now that you’ve seen the ad, let’s break it down...

[Campaign Breakdown]

It’s 1984, and Apple is in a pivotal moment. The personal computer industry is taking off, and IBM is dominating. The general public viewed IBM as the 'safe,' corporate choice for computers, but Steve Jobs wanted Apple to be seen as something different — revolutionary, bold, even rebellious.

Jobs and his team needed an unforgettable way to launch the Macintosh, so they enlisted the help of Ridley Scott, fresh off his success directing Blade Runner. Their plan? A one-minute ad during the Super Bowl, which was beginning to emerge as prime real estate for attention-grabbing advertising.

Apple took a risk. This wasn’t going to be a straightforward ad about the computer’s features. Instead, it was a full-on cinematic experience — a dystopian world echoing George Orwell’s novel 1984, with Big Brother representing IBM. The message? Apple was here to break the mould, to empower individuals.

The ad opens in a dark, oppressive environment where citizens are marching in unison, all eyes on Big Brother delivering a speech. Then, a lone heroine — a symbol of freedom and individuality — runs toward the screen, shattering it with a hammer and breaking the oppressive hold of conformity. As the dust settles, a single line appears: 'On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like "1984".’

A bold, rebellious move to represent a tech product, right? But that was the goal — to paint Apple as more than a computer company and to connect with people at an emotional level, offering them the promise of freedom from the ‘Big Brother’ of technology.

So, how did this vision come to life? First off, Ridley Scott filmed the ad with an impressive cinematic approach. Scott used dramatic lighting, futuristic set designs, and a haunting soundtrack to create a sense of dread and anticipation. It was nothing like a typical tech ad.

The ad was also incredibly risky for Apple. The board initially hesitated to approve it because it was controversial and didn’t mention the product at all. But Steve Jobs and Apple’s marketing chief, Mike Murray, were confident. They believed this wasn’t just an ad for a computer; it was the foundation for Apple’s identity.

On 22nd January 1984, Apple’s ad aired during the Super Bowl. Almost instantly, it became one of the most talked-about moments in advertising history. People couldn’t stop discussing it — not just because of its cinematic quality, but because it represented a promise of change. Within days, the Macintosh became a must-have item, and Apple was established as the cool, innovative alternative to IBM.

The ad only aired once nationally, but that was all it needed. It went on to redefine how companies approached Super Bowl advertising, opening the door to ads that were less about hard-sell and more about storytelling.

[Why Was It Iconic?]

So, what can we learn from Apple’s bold move with this ad? Let’s break down a few key takeaways that still apply to advertising and PR today.

1. Embrace Risk: Sometimes, the most effective campaigns are the riskiest. Apple’s board wasn’t sold on the ad, but taking that risk set the brand apart in a way that more conservative marketing couldn’t have.

   
   

2. Create a Story, Not Just an Ad: The reason this commercial is still legendary today is that it wasn’t about specs or features. It was about telling a story that made people feel something — excitement, hope, rebellion. People don’t remember the details of ads, but they remember the way they made them feel.

3. Timing is Everything: Choosing the Super Bowl was also critical. Apple needed a national stage to make the kind of impact they were aiming for, and the Super Bowl’s massive viewership provided exactly that.

4. Define Your Brand’s Identity: Apple’s 1984 ad did more than sell a product; it defined Apple’s brand identity. It made clear that Apple stood for creativity, individuality, and rebellion against the status quo. This identity is still fundamental to the Apple brand nearly four decades later.

Why was it iconic? Apple’s 1984 ad didn’t just sell a product—it sparked a movement, redefining how brands tell stories and leaving a legacy that still shapes advertising today.

[Paired Poll]

With each episode, we launch a Paired Poll! This episode’s Paired Poll is:

Do you think Apple’s 1984 ad would still have the same impact if it aired today?

• Yes, it’s timeless
• No, audiences have changed
• Maybe, with a few tweaks

Let us know what you think by making your selection!

[Outro]

And that’s a wrap for our very first episode of the Comms Club Podcast! Thanks for joining me as we looked back at a game-changing moment in advertising history. Apple’s 1984 ad reminds us that with the right story, bold strategy, and perfect timing, brands can create movements, not just products.

Next time on the Comms Club Podcast, we’ll be breaking down another campaign that pushed the boundaries in a completely different way. Curious to know which one? Subscribe to the Comms Club Podcast and join us!

If you enjoyed today’s episode, please rate, review, and share with your fellow marketing, advertising and PR nerds. 

I’d love to hear your thoughts, so feel free to reach out on social media or through our website where you can also find transcripts and references of all our episodes. 

Marketing, PR, advertising—whatever your game, make it iconic. See you next time on the Comms Club Podcast!

---

References

• Apple Inc. (1984) Apple’s 1984 Super Bowl commercial. Available at: [YouTube link] (Accessed: [Date]).

• Chura, H. (2004) ‘The making of Apple’s 1984 ad’, AdAge, 19 January. Available at: [URL].

• Elliott, S. (2009) ‘Apple’s 1984 ad still resonates 25 years later’, The New York Times, 22 January. Available at: [URL].

• Isaacson, W. (2011) Steve Jobs. New York: Simon & Schuster.

• Kanner, B. (1994) The Super Bowl of Advertising: How the Commercials Became the Game. New Jersey: HarperCollins.

• Segall, K. (2012) Insanely Simple: The Obsession That Drives Apple’s Success. New York: Penguin.

• Scott, R. (1984) Apple’s 1984 Super Bowl commercial. Los Angeles: Fairbanks Films.