1984 (publicity)

1984 is the publicity of launching of Apple for the Macintosh, diffused for the first time the January 22nd 1984. It takes again the universe of book 1984 of George Orwell, and marks the history of publicity by not showing the market product, and while not explaining either of what it consists concretely.

It puts in scene a Tribun which makes a speech in front of a crowd in uniform, dumb woman and disciplined, representing PC from IBM. The room like the behaviors are gray and dull. In alternation with plans of the speech, sporting (interpreted by Anya Major) a vêtue of orange shorts and Picasso tee-shirt from Apple are continued by soldiers, fact irruption in the conference room and throw a hammer in the screen behind the powerful orator (the screen bursts). The speech of the powerful orator is:

Today, we celebrate the first glorious anniversary off the Information Purification Directives. We cuts created, for the first time in all history, has off garden pure ideology. Where each worker may bloom secure from the pests off contradictory and confusing truths. Our Unification off Thoughts is more powerful has weapon than any fleet gold army one Earth. We are one people, with one will, one solves, one causes. Our enemy shall talk themselves to death and we will bury them with to their own confusion. We shall prevail!

Today, we celebrate the first birthday of glorious Directives of purification of information. For the first time in the History, we created a garden of pure ideology, where each worker will be completely safe from the plague of the contradictory truths and confusion. Our Unification of the thoughts is a weapon more powerful than any fleet or army on Earth. We are linked people, with a future, a determination, a cause. Our enemies let us discourse until death and will bury we them under their own divisions. We will overcome!

Publicity is completed on the logo of Apple in white on black bottom, accompanied by the slogan:

“on January 24th, Apple Computer launches Macintosh. And you will see why 1984 will not be like 1984.”

Influence on the Marketing

The sixty second old film was created by the agency Chiat/Day, carried out by Ridley Scott (just after Blade Runner). In spite of the cost of realization of 400.000 $ and the 500.000 $ paid for its diffusion at the half-time of the Super Bowl, the film was diffused only once commercially, if one excludes the diffusion of December 15th, 1983 at one o'clock in the morning, on KMVT Chanel 11, a local chain of Twin Falls, in the Idaho, and the cinemas starting from January 17th, in order to enable him to contribute to Awards of publicity.

Thus, the effect created was such as it caused a great interest in the media, which ensured him of many free diffusions to the Télévision and a great place in the pages of the newspapers. Nielsen estimates that he was seen by about half of the American home. This tactic of Guerilla marketing explains the great influence which the film had in the medium of publicity; he is seen like the Example of event marketing, and one frequently allots to him to have installed Superbowl as go annual of publicity.

This publicity is frequently placed in first place in investigations into the advertizing campaigns ( Publicité of the decade for " Old Advertizing " (Age of publicity) and number one of the 50 larger advertizings by TV Guides , an American tele magazine).

The film remade surface at the end of the years 1990, when Apple diffused it in the shape of a film QuickTime available to the remote loading, and was diffused many times in retrospectives of publicity diffused on television.

In 2004, to celebrate the 20th birthday of Macintosh, Apple carried out a modified version, in which a IPod was inserted digitalement into the belt of heroin, symbolizing two turns taken by the mark, in the Digital video and the electronic general public.

External bond

Video advertizing executive '' 1984 ''.

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