CBS’s special “Super Bowl’s Greatest Commericals” aired tonight from 9-10pm ET/PT in the U.S. Apple’s “1984″ was named number 4 on the list. CBS had chosen ten commercials and visitors to their website voted for their favorite spot out of the list. Interestingly, on many lists from advertising and marketing publications, Apple’s “1984″ places first as the best commercial ever made, Super Bowl or not. The top three in CBS’s special were: #1: Coke’s “Mean Joe Greene,” #2: Budweiser’s “Zebra,” and #3: McDonald’s “Michael Jordan vs. Larry Bird.”

Apple’s “1984″ aired on January 22, 1984 during the Super Bowl. The voice-over intoned:

“Today, we celebrate the first glorious anniversary of the Information Purification Directives. We have created, for the first time in all history, a garden of pure ideology. Where each worker may bloom secure from the pests of contradictory and confusing truths. Our Unification of Thoughts is more powerful a weapon than any fleet or army on earth. We are one people, with one will, one resolve, one cause. Our enemies shall talk themselves to death and we will bury them with their own confusion. We shall prevail!”

At that moment, the shocked masses saw the hammer fly through the screen. Then millions saw these words and heard them spoken aloud:

“On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like ’1984.’”

In June 1999, TV Guide ran a cover story on the “50 Greatest Commercials of All Time.” Apple’s “1984″ ad was #1 on the list. TV Guide wrote:

“With a single airing during Super Bowl XVIII, ’1984′ did more to change the way ads are created and viewed than any commercial in years. It was not the most heartwarming spot nor a big laugh getter, but it turned a little-known brand into a household name and set a new commercial standard for production values and cinematic style. ’1984′ also raised the financial stakes: Apple spent a then-outlandish sum of $400,000 to produce the ad and $500,000 to air it; 15 years later, a minute of Super Bowl time costs $3.2 million. Lee Clow, then executive creative director of Chiat/Day, recalls that ’1984′ almost debuted during a lowlier college bowl game. ‘We had to make a last-minute switch to the Super Bowl because Apple wanted to air the ad closer to the date when the product would actually be available for sale,’ he says. ‘Funny how something that simple could have changed a big piece of advertising history.”

Watch the original “1984″ spot here.

Related MacDailyNews article:
CBS invites you to vote for “The Super Bowl’s Greatest Commerials” – Apple’s “1984″ in the running – January 22, 2004