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How Apple's '1. 98. Super Bowl Ad Was Almost Canceled. More than 3. 0 years ago, Apple defined the Super Bowl commercial as a cultural phenomenon. Prior to Super Bowl XVIII, nobody watched the game "just for the commercials"—but one epic TV spot, directed by sci- fi legend Ridley Scott, changed all that.

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Read on for the inside story of the commercial that rocked the world of advertising, even though Apple's Board of Directors didn't want to run it at all. THE ADIf you haven't seen it, here's a fuzzy You. Tube version: "WHY 1. WON'T BE LIKE 1. 98. The tagline "Why 1. Won't Be Like '1. George Orwell's 1.

Big Brother." The tagline was written by Brent Thomas and Steve Hayden of the ad firm Chiat\Day in 1. Apple, for the Apple II computer) but were turned down repeatedly. When Steve Jobs heard the pitch in 1.

Macintosh as a "revolutionary" product, and wanted advertising to match. Jobs saw IBM as Big Brother, and wanted to position Apple as the world's last chance to escape IBM's domination of the personal computer industry. The Mac was scheduled to launch in late January of 1.

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Super Bowl. IBM already held the nickname "Big Blue," so the parallels, at least to Jobs, were too delicious to miss. Thomas and Hayden wrote up the story of the ad: we see a world of mind- controlled, shuffling men all in gray, staring at a video screen showing the face of Big Brother droning on about "information purification directives." A lone woman clad in vibrant red shorts and a white tank- top (bearing a Mac logo) runs from riot police, dashing up an aisle towards Big Brother. Just before being snatched by the police, she flings a sledgehammer at Big Brother's screen, smashing him just after he intones "We shall prevail!" Big Brother's destruction frees the minds of the throng, who quite literally see the light, flooding their faces now that the screen is gone. A mere eight seconds before the one- minute ad concludes, a narrator briefly mentions the word "Macintosh," in a restatement of that original tagline: "On January 2. Apple Computer will introduce Macintosh. And you'll see why 1.

An Apple logo is shown, and then we're out—back to the game. In 1. 98. 3, in a presentation about the Mac, Jobs introduced the ad to a cheering audience of Apple employees: ".. It is now 1. 98. 4. It appears IBM wants it all.

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Apple is perceived to be the only hope to offer IBM a run for its money. Dealers, initially welcoming IBM with open arms, now fear an IBM- dominated and - controlled future. They are increasingly turning back to Apple as the only force that can ensure their future freedom. IBM wants it all and is aiming its guns on its last obstacle to industry control: Apple. Will Big Blue dominate the entire computer industry? The entire information age? Was George Orwell right about 1.

After seeing the ad for the first time, the Apple audience totally freaked out (jump to about the 5- minute mark to witness the riotous cheering). SKINHEADS, A DISCUS THROWER, AND A SCI- FI DIRECTORChiat\Day hired Ridley Scott, whose 1. Blade Runner had the dystopian tone they were looking for (and Alien wasn't so bad either). Scott filmed the ad in London, using actual skinheads playing the mute bald men—they were paid $1. Big Brother; those who still had hair were paid to shave their heads for the shoot. Anya Major, a discus thrower and actress, was cast as the woman with the sledgehammer largely because she was actually capable of wielding the thing. Mac programmer Andy Hertzfeld wrote an Apple II program "to flash impressive looking numbers and graphs on [Big Brother's] screen," but it's unclear whether his program was used for the final film.

The ad cost a shocking $9. Apple booked two premium slots during the Super Bowl to air it—carrying an airtime cost of more than $1 million. WHAT EXECUTIVES AT APPLE THOUGHTAlthough Jobs and his marketing team (plus the assembled throng at his 1. Apple's Board of Directors hated it. After seeing the ad for the first time, board member Mike Markkula suggested that Chiat\Day be fired, and the remainder of the board were similarly unimpressed.

Then- CEO John Sculley recalled the reaction after the ad was screened for the group: "The others just looked at each other, dazed expressions on their faces .. Most of them felt it was the worst commercial they had ever seen. Not a single outside board member liked it." Sculley instructed Chiat\Day to sell off the Super Bowl airtime they had purchased, but Chiat\Day principal Jay Chiat quietly resisted. Chiat had purchased two slots—a 6. Chiat sold only the 3.

By disobeying his client's instructions, Chiat cemented Apple's place in advertising history. When Apple co- founder Steve Wozniak heard that the ad was in trouble, he offered to pony up half the airtime costs himself, saying, "I asked how much it was going to cost, and [Steve Jobs] told me $8. I said, 'Well, I'll pay half of it if you will.' I figured it was a problem with the company justifying the expenditure. I thought an ad that was so great a piece of science fiction should have its chance to be seen."But Woz didn't have to shell out the money; the executive team finally decided to run a 1. Mac's launch, starting with the Super Bowl ad—after all, they had already paid to shoot it and were stuck with the airtime. WHAT EVERYBODY ELSE THOUGHTWhen the ad aired, controversy erupted—viewers either loved or hated the ad, and it spurred a wave of media coverage that involved news shows replaying the ad as part of covering it, leading to estimates of an additional $5 million in "free" airtime for the ad. All three national networks, plus countless local markets, ran news stories about the ad.

Apple product launches. The marketing logic was brilliantly simple: create an ad campaign that sparked controversy (for example, by insinuating that IBM was like Big Brother), and the media will cover your launch for free, amplifying the message. The full ad famously ran once during the Super Bowl XVIII (on January 2.

December 3. 1, 1. TV station operator Tom Frank ran the ad on KMVT at the last possible time slot before midnight, in order to qualify for 1.

Any awards the ad won would mean more media coverage.) Apple paid to screen the ad in movie theaters before movie trailers, further heightening anticipation for the Mac launch. In addition to all that, the 3. Super Bowl. Chiat\Day adman Steve Hayden recalled: "We ran a 3. U. S. markets, plus, in an admittedly childish move, in an 1. Boca Raton, Florida, headquarters for IBM's PC division." Mac team member Andy Hertzfeld ended his remembrance of the ad by saying: "A week after the Macintosh launch, Apple held its January board meeting. The Macintosh executive staff was invited to attend, not knowing what to expect.

When the Mac people entered the room, everyone on the board rose and gave them a standing ovation, acknowledging that they were wrong about the commercial and congratulating the team for pulling off a fantastic launch. Chiat\Day wanted the commercial to qualify for upcoming advertising awards, so they ran it once at 1 AM at a small television station in Twin Falls, Idaho, KMVT, on December 1. And sure enough it won just about every possible award, including best commercial of the decade. Twenty years later it's considered one of the most memorable television commercials ever made."THE AWFUL 1. FOLLOW- UPA year later, Apple again employed Chiat\Day to make a blockbuster ad for their Macintosh Office product line, which was basically a file server, networking gear, and a laser printer. Directed by Ridley Scott's brother Tony, the new ad was called "Lemmings," and featured blindfolded businesspeople whistling an out- of- tune version of Snow White's "Heigh- Ho" as they followed each other off a cliff (referencing the myth of lemming suicide).

Jobs and Sculley didn't like the ad, but Chiat\Day convinced them to run it, pointing out that the board hadn't liked the last ad either. But unlike the rousing, empowering message of the "1.