I was writing my homework about how does an organization build its image and I chose Apple Inc as an example, because my AIESEC years provided me so many information about all these, but the most valuable one was the speech of Steve Jobs, Connecting the dots. SO as I was writing about the company, I came across the commercials that transformed Apple in the revolutionary and subversive company it is said to be. I am happy to share it with you:)
1. 1984 is the American television commercial which introduced the Macintosh personal computer for the first time. It is now considered a "watershed event" and a "masterpiece."1984 used the unnamed heroine to represent the coming of the Macintosh (indicated by her white tank top with a Picasso-style picture of Apple’s Macintosh computer on it) as a means of saving humanity from "conformity" (Big Brother).
The commercial opens with a dystopic, industrial setting in blue and gray tones, showing a line of people (of ambiguous gender) marching in unison. They are moving through a long tunnel monitored by a string of televisions. This is in sharp contrast to the full-color shots of the nameless heroine (Anya Major) who has appeared to rescue them. She looks more like an Olympic track and field athlete than a soldier, as she is carrying a large brass-headed hammer and is wearing an athletic "uniform" (bright orange athletic shorts, running shoes, a white tank top with a Picasso-style picture of Apple’s Macintosh computer, a white sweat band on her left wrist, and a red one on her right).
Big Brother (David Graham) speaking to his audience of drones.
As she is chased by four security guards (presumably agents of the Thought Police with black riot-police uniform, helmets with visors covering their faces, and armed with large night sticks) the heroine races towards a large screen with the image of a Big Brother-like figure (David Graham) on it. He is celebrating the anniversary of the "Information Purification Directives" (which he summarizes as an end to "contradictory thoughts") and tells his audience that, "our 'Unification of Thoughts' is more powerful a weapon" than anything else he could offer them. The heroine, now close to the screen, hurls the hammer towards it, right at the moment Big Brother announces, "we shall prevail!" In a flurry of light and smoke, the screen is destroyed.
The commercial concludes with text which reads: "On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like 1984."
However, in his 1983 Apple keynote address, Steve Jobs made the following comment before showcasing a preview of the commercial to a select audience:
It is now 1984. It appears IBM wants it all. Apple is perceived to be the only hope to offer IBM a run for its money. Dealers initially welcoming IBM with open arms now fear an IBM dominated and controlled future. They are increasingly turning back to Apple as the only force that can ensure their future freedom. IBM wants it all and is aiming its guns on its last obstacle to industry control: Apple. Will Big Blue dominate the entire computer industry? The entire information age? Was George Orwell right?
2. THINK DIFFERENT
Here's to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square hole, the ones who see things differently. They're not fond of rules, and they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them, 'bout the only thing you can't do is ignore them. Because they change things, they push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.
To the soundtrack of a whistled, discordant and down-tempo version of Heigh-Ho, a long line of blindfolded businesspeople slowly makes its way through a dusty, windswept landscape to a cliff, where one by one they fall to their doom. A voiceover notes that the 'Macintosh Office' will soon be announced. The last businessman in the line stops just at the brink, uncovers his eyes and takes in the situation, as the announcer suggests 'looking into it'. A second line of people is then shown, as the voice continues, saying "or you can go on with business as usual'.