Apple's '1984' Super Bowl Ad Changed Advertising Forever

The iconic commercial broke the mold and set the standard for Super Bowl ads.

Published on Feb. 8, 2026

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In 1984, Apple aired a groundbreaking one-minute commercial during the Super Bowl that is widely considered one of the greatest TV ads of all time. The ad, directed by Ridley Scott, depicted an Orwellian dystopia where the masses mindlessly follow "Big Brother" (symbolically IBM) until a heroic woman destroys the screen, shattering the façade. This ad shifted how companies approach Super Bowl advertising, with the massive audience in mind, and sparked a tradition of "ad watch" parties and debates over the best Super Bowl commercials.

Why it matters

Apple's '1984' Super Bowl ad was a watershed moment that forever changed the landscape of Super Bowl advertising. It broke the mold of traditional product-focused commercials and set a new standard for creating ads designed to captivate a massive audience and spark discussion. The ad's enduring legacy has influenced how companies approach Super Bowl advertising to this day.

The details

The '1984' ad, written by Steve Hayden, Brent Thomas, and Lee Clow at Chiat/Day and produced by Fairbanks Films, aired only twice - first on New Year's Eve 1983 in Idaho, and then during the 3rd quarter of Super Bowl XVIII. It was groundbreaking in that it did not show the actual Apple product, the Macintosh, but rather depicted an Orwellian dystopia where the masses were enslaved by the tyrannical 'Big Brother' (symbolizing IBM's dominance in the personal computer market at the time). The ad featured a heroic woman who destroys the screen of Big Brother, shattering the façade and liberating the minds of the people.

  • The '1984' ad aired during the 3rd quarter of Super Bowl XVIII on January 22, 1984.
  • The ad had previously aired once on New Year's Eve 1983 in Idaho.

The players

Apple

The American technology company that commissioned the iconic '1984' Super Bowl ad, which would go on to shift the landscape of Super Bowl advertising.

IBM

The personal computer company that was symbolically represented as the tyrannical 'Big Brother' in Apple's '1984' ad, depicting its dominance in the market at the time.

Ridley Scott

The acclaimed British film director who directed Apple's '1984' Super Bowl ad, which is considered one of the greatest TV commercials of all time.

Steve Hayden, Brent Thomas, Lee Clow

The creative team at Chiat/Day advertising agency who wrote the groundbreaking '1984' ad for Apple.

Fairbanks Films

The New York production company that produced Apple's iconic '1984' Super Bowl commercial.

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What they’re saying

“The '1984' ad changed how companies would advertise for the Super Bowl. Now, nearly all advertising for the game is created with the massive audience in mind and designed to try to jump out of the pack.”

— Maury Brown (Forbes)

What’s next

The legacy of Apple's '1984' Super Bowl ad continues to influence how companies approach advertising during the big game, with brands striving to create memorable, conversation-starting commercials that captivate the massive audience.

The takeaway

Apple's '1984' Super Bowl ad was a watershed moment that forever changed the landscape of advertising during the big game. By breaking the mold of traditional product-focused commercials, the ad sparked a new era of Super Bowl ads designed to captivate audiences and spark discussion, setting a standard that companies continue to strive for today.