They don't make adverts like this anymore. The then visionary director of "Alien" and "Blade Runner", Ridley Scott was chosen to direct a promo to Apple Macintosh personal computers and the initial concept by the writers was something that could evoke an idea of future, of progress, of groundbreaking innovation. As Scott presented in one interview on the making of this short film, that concept could only be fully explored and fully developed with a perfect intent if including a notion of a problematic past and from that the "Nineteen Eighty-Four" idea was very suitable for such project (not to mention, the excellent timing for the computer release in the prophetic year of 1984. Bear in mind, it was filmed in 1983 and already a contender in advertising awards that same year). The huge blast came on January 22, 1984, the commercial airing during the Super Bowl, the most sought-after space time for companies and executives to present their brands.
In it, Scott presents a world controlled by the Big Brother (David Graham) a powerful presence and a frightening gigantic face spewing words from a screen, with hundreds of people watching him - many balded heads in the crowd, a nod to "THX 1138" maybe, another famous dystopia. A female runner (Anya Major) erupts from a corridor, followed by many guards, invades the place and hurls a hammer to the screen. A voice-over announces about the computer's release, an innovation that will show to the world why 1984 won't be like "1984", Orwell's apocalyptic vision.
All that was needed to compose a successful promo was there. A commercial made in large scale, saying very little of the product but enough to make viewers feel compelled in wanting more, in wanting to acquire to see how remarkable and useful it is. Both commercial and product were a huge hit back in the day, the first winning some awards over the years and paving the way to other advertising companies in developing epic promos instead of just catchy jingles and smiles, also selecting film directors to create and share their visions in those videos.
Many years later and with a technology so advanced that can make that Mac look a dinosaur in terms of computers, "Apple Mac: 1984" is still impressive. Might not be original cause it borrowed its idea from a literary classic (and I wonder how much Scott knew about Michael Radford's "Nineteen Eighty-Four" released a few months later. Not just because they're using the source but the visual is similar and while Scott used a girl who resembles Annie Lennox as the leading lady, Radford's film had Eurythmics as composers of the score) but there's a splendid touch of quality, the idea works brilliantly. 10/10
