January 22, 1984: Apple’s stunning “1984” commercial for the Macintosh 128K airs on CBS during the third quarter of Super Bowl XVIII.
Probably the most famous TV ad for a computer in history, the commercial is directed by Alien and Blade Runner helmer Ridley Scott. It very nearly didn’t air, though.
January 20, 1985: Apple attempts to build on the triumph of the previous year’s “1984” Macintosh commercial with another Super Bowl ad.
Called “Lemmings,” the ad for a new business platform called Macintosh Office depicts blindfolded executives marching to their doom. The widely reviled ad will go down in history as one of Apple’s biggest stinkers.
January 17, 1984: A week before its famous airing during Super Bowl XVIII, Apple’s iconic “1984” ad debuts as a trailer in movie theaters.
To hype its revolutionary new Macintosh computer, Apple buys several months of promotion from theatrical ad distributor ScreenVision. Cupertino’s sci-fi-tinged “1984” spot — which depicts a sledgehammer-wielding freedom fighter taking on a Big Brother figure supposed to represent IBM — gets such a favorable audience reaction that some theater owners continue to roll the ad after Apple’s contract ends.
November 8, 1984: When initial Mac sales prove disappointing, Apple CEO John Sculley dreams up the “Test Drive a Macintosh” campaign to encourage people to give the revolutionary new computer a chance.
The promotional strategy advises people in possession of a credit card to drop into their local retailer and “borrow” a Macintosh for 24 hours. The idea is that, by the time potential customers need to return the Mac, they will have built up a bond with it and realized they can’t live without one.
While 200,000 would-be Apple customers take advantage of the offer, Apple dealers absolutely hate it.
September 28, 1997: Apple debuts its iconic “Think Different” television commercial, aligning the troubled computer company with some of history’s most celebrated freethinking rebels.
The most famous tagline in Apple history, “Think Different” doesn’t just articulate how Cupertino differs from its competitors. It also highlights how Apple, under the leadership of CEO Steve Jobs, will forge a future far different from its floundering, money-losing days of the early 1990s.
August 21, 2008: Microsoft recruits comedian Jerry Seinfeld for a series of ads. It’s a naked attempt to shake the company’s reputation as a stodgy oldster (as opposed to Apple’s trendsetting hipster image).
Microsoft pays Seinfeld a reported $10 million for the ads. However, thanks to the Mac’s appearance in virtually every episode of Seinfeld over the years, the comedian remains the world’s most famous Apple fanboy.
August 18, 2014: A Christmas-themed iPhone ad lands Apple an Emmy for “Most Outstanding Commercial of the Year.”
The prize-winning spot is Apple’s “Misunderstood” iPhone 5s ad. It depicts a silent teenager who won’t spend time with his family at Christmas because he’s too busy with his iPhone. At the end of the ad, he reveals that he’s not actually being a misanthrope. He used his iPhone and iMovie to shoot and edit a heartwarming family montage!
August 8, 1997: At Macworld Expo, Steve Jobs introduces the world to Apple’s new slogan, “Think different.” The catchy marketing reassures fans that Apple is exiting its mid-1990s dark age and once again making products customers will love.
It’s the beginning of Apple’s most iconic advertising campaign since the original “1984” Macintosh ad.
Apple is going further into the ad business. Soon, a paid advertisment will be added to the Today tab of the App Store. And a paid link will be added to the product pages for individual applications.
These will join the Search Ads that are already included in the App Store.
Apple acting as an advertising broker is likely to be controversial because the company has taken a strong stance on targeted ads provided by Google, Facebook and others.
July 23, 2012: Looking for the perfect spokesman for its new virtual assistant Siri, Apple turns to Martin Scorsese, the legendary filmmaker behind some of Hollywood’s most violent gangster movies.
The new television commercial shows the director using Siri voice commands to juggle his busy schedule. One in a string of celebrity-studded Siri ads, it ranks among the best.
