This is in sharp contrast to the full-color shots of the nameless runner ( Anya Major). The commercial opens with a dystopian, industrial setting in blue and grayish tones, showing a line of people marching in unison through a long tunnel monitored by a string of telescreens. In January 1984, Apple also launched the inventé advertisement for Macintosh in France. In 1995, The Clio Awards added it to its Hall of Fame, and Advertising Age placed it on the top of its list of 50 greatest commercials.
Originally a subject of contention within Apple, it has subsequently been called a watershed event and a masterpiece in advertising. The estate of George Orwell and the television rightsholder to the novel Nineteen Eighty-Four considered the commercial to be a copyright infringement and sent a cease-and-desist letter to Apple and Chiat/Day in April 1984. In one interpretation of the commercial, "1984" used the unnamed heroine to represent the coming of the Macintosh (indicated by her white tank top with a stylized line drawing of Apple’s Macintosh computer on it) as a means of saving humanity from "conformity" ( Big Brother). Its second televised airing, and only US national airing, was on January 22, 1984, during a break in the third quarter of the telecast of Super Bowl XVIII by CBS. In the US, it first aired in 10 local outlets, including Twin Falls, Idaho, where Chiat/Day ran the ad on December 31, 1983, at the last possible break before midnight on KMVT, so that the advertisement qualified for the 1984 Clio Awards. English athlete Anya Major performed as the unnamed heroine and David Graham as Big Brother. The ad was an allusion to George Orwell's noted 1949 novel, Nineteen Eighty-Four, which described a dystopian future ruled by a televised "Big Brother". It was conceived by Steve Hayden, Brent Thomas and Lee Clow at Chiat/Day, produced by New York production company Fairbanks Films, and directed by Ridley Scott.
" 1984" is an American television commercial that introduced the Apple Macintosh personal computer.
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