Apple Computer

With a single airing during the third quarter of Super Bowl XVIII, Apple Computer's "1984" ad redefined the power of TV advertising by delivering unparalleled production value and cinematic style.

The ad opens on a gray network of futuristic tubes connecting blank, inauspicious buildings. Inside the tubes are legions of drones marching toward a large, nondescript auditorium, where they bow before a Big Brother figure that is lecturing to them on an oversized TV screen. One lone woman's spirit remains unshaken. Undeterred by the storm troopers that are chasing her, she runs up to the huge screen and, with a determined motion, throws an enormous hammer at it, destroying the TV image. As the screen explodes, the stunned audience basks in the light of its new freedom, while a voiceover announces, "On January 24th, Apple Computer will introduce the Macintosh. And you'll see why 1984 won't be like 1984.

"1984" was supposed to air during a college bowl game, but a last-minute switch was made because Apple wanted the commercial to air closer to the product's launch date.

Excluding production costs, Apple spent $1.5 million for this one-time, 60-second spot. Today, the same ad would cost more than twice as much to run, which makes the Super Bowl the costliest sports programming during which to advertise.

Although most companies lack the financial and human resources to advertise during the Super Bowl, Apple made it clear that timing and placement is everything, particularly when an ad such as "1984" was a stand-alone event and not part of a comprehensive marketing and sponsorship program.