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In late 1983, Apple Computers asked an advertising agency in Los Angeles to concoct a campaign to mark the introduction of their new Macintosh. They naturally decided to cook up the very best advertising spot ever made. Ridley Scott was asked to make it. It turned out in any case to be one of the most expensive: the production cost $ 800,000 (with live noughts) and was shown only once, at a US Superbowl. It is not entirely clear from the video what came first, this advertisement or the film '1984', based on Orwell's book. It is tempting to think that the film was just an accidental spin-off from a hyper-capitalistic whim. Equally alarming are the interviews carried out with extras. The tape ends with the accurate announcement that 1984 has safely come and gone, but whether we can take credit for that is another question.
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Erik Daams
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Scenario, camera and editing: Terry Flaxton, Sound: Anthony Cooper, Extra footage: Mark Chiatt: 'The making of 1984', Ridley Scott: 'Apple commercial'
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