Apple — 1984, dir. Ridley Scott— Chiat/Day
1984
- Brand:
- Apple
- Agency:
- TBWA\Chiat\Day Los Angeles
1984FilmVideo · YouTube
Timeless principle
Don’t launch the product. Dramatize what it stands against.
The idea
Introduce the Macintosh as the thing that could free people from a conformist technological future.
Why it works
Apple didn’t introduce a computer by explaining what it could do. It turned the launch into a cultural event and positioned the Macintosh as a weapon against conformity. The product barely appears, but its point of view is unmistakable.
