Feeds

Apple marks '1984' anniversary with iPhone-produced un-commercial

No Super Bowl rehash as company marks Mac milestone

Boost IT visibility and business value

Three decades after launching one of the most famous ad spots in TV history, Apple has marked the anniversary of its 1984 Super Bowl commercial with a quietly subversive effort that once again pits the company against a perceived status quo in the industry.

The company on Sunday released "1.24.14", a short film advertisement highlighting the use of Apple products globally over a one-day span. Shot in a 36-hour period by 15 camera crews around the world, the footage for the commercial was gathered on the 30th anniversary of the release of the Macintosh.

The film, directed by Jake Scott (son of "1984" advert director Ridley), showcases both adults and children using their Apple products for everything from shooting and editing media, to watching videos, to interacting with robotics and teaching tools. The video culminates with a "Happy Birthday, Mac" tribute to Apple's long-running line of personal computers.

While many of the world's largest brands were jockeying for position amidst the Super Bowl broadcast, Apple repeated its pattern of recent years and opted not to make a big splash at the big game. The company known for epic TV ads ranging from the humorous to the inspiring to the vaguely creepy opted to post its tribute to 30 years of the Mac online.

Like so many of Apple's publicity choices since 1984, doing so was a canny move. Cook & Co. knew exactly what they were doing, posting the video online rather than competing with other companies for attention while spending multiple millions on ad time.

The spot itself provides an interesting contrast on the tech world today versus that of 30 years ago when the elder Scott directed what would become Apple's famous Orwellian ad. While the Super Bowl was a highly anticipated television event in those days, it was not yet the global advertising showcase it has become today.

Much as Apple sought to separate itself from its competitors with the "1984" ad and the presentation of the Macintosh as an empowering and uniquely personal device, Apple's online ad placement once again pitched itself as a "brand of the people" by going directly to streaming video rather than through broadcasters. Just as the "1984" and "Think Different" ads pitched Apple as an empowering tool for ordinary people, so does "1.24.14" send the message that Apple, despite being one of the largest brands in the world, positions itself as a company for the people.

What's more, the company managed to sidestep the "Super Bowl ad winner"' debate without spending a horrendous amount of marketing cash. It's a marketing coup that would have made Steve Jobs proud, and in many ways it's vintage Apple. ®

Next gen security for virtualised datacentres

More from The Register

next story
6 Obvious Reasons Why Facebook Will Ban This Article (Thank God)
Clampdown on clickbait ... and El Reg is OK with this
No, thank you. I will not code for the Caliphate
Some assignments, even the Bongster decline must
Fast And Furious 6 cammer thrown in slammer for nearly three years
Man jailed for dodgy cinema recording of Hollywood movie
Caught red-handed: UK cops, PCSOs, specials behaving badly… on social media
No Mr Fuzz, don't ask a crime victim to be your pal on Facebook
Barnes & Noble: Swallow a Samsung Nook tablet, please ... pretty please
Novelslab finally on sale with ($199 - $20) price tag
Ballmer leaves Microsoft board to spend more time with his b-balls
From Clippy to Clippers: Hi, I see you're running an NBA team now ...
Video of US journalist 'beheading' pulled from social media
Yanked footage featured British-accented attacker and US journo James Foley
Assange™: Hey world, I'M STILL HERE, ignore that Snowden guy
Press conference: ME ME ME ME ME ME ME (cont'd pg 94)
Call of Duty daddy considers launching own movie studio
Activision Blizzard might like quality control of a CoD film
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?