January 20: A Notable Date in Apple History
January 20, 1985, marked an unfortunate chapter in Apple’s narrative as it attempted to replicate the success of its iconic “1984” Macintosh advertisement. This time around, they launched another dystopian-themed Super Bowl ad titled “Lemmings,” which was aimed at promoting their new business software system known as The Macintosh Office.
The dark-hued, half-minute commercial depicted blindfolded corporate workers marching towards disaster—a portrayal that would soon become infamous as one of Apple’s most regrettable campaigns.
The High Hopes for Apple’s ‘Lemmings’ Ad
As highlighted previously in our series on pivotal moments in Apple history, the original “1984” ad directed by Ridley Scott was a groundbreaking achievement. It not only brought unprecedented media attention but also cemented Apple’s image as a defiant underdog standing against oppressiveness—an image they maintained for years.
Given this huge success, expectations soared for a follow-up. The Super Bowl seemed like the perfect occasion to solidify what could have become an annual tradition for the tech giant.
A Strategic Timing with Historical Significance
The choice of Super Bowl XIX proved advantageous due to its significance; it was notably the first game broadcasted on ABC and featured a sitting U.S. president involved in the coin toss ceremony. Additionally, hosting this edition in Stanford meant it resonated strongly with Silicon Valley audiences.
Behind-the-Scenes Decisions and Direction Challenges
Apple’s advertising agency Chiat/Day sought Scott’s return to direct “Lemmings,” but after failing to secure his services, they settled on Tony Scott—Ridley’s brother—who later helmed major films like Top Gun and True Romance.
Pushing The Macintosh Office via Uninspired Storytelling
This advertisement aimed at promoting The Macintosh Office—a solution designed for network organization among Macs using a LaserWriter printer plus file sharing capabilities. However, compared to the Mac’s launch year prior case scenario enthusiasm was markedly subdued. Skepticism lingered amongst potential buyers about this lifeline product line amidst stagnant Mac sales figures that had yet to meet expectations.
A Narratively Weak Concept Highlights Lacking Impact
Regrettably flawed creative choices doomed this ad from inception. Set against a grim rendition of “Heigh-Ho” from Snow White and Seven Dwarfs miles away from charm—the faceless office drones follow into oblivion only stopping when one man finally removes his blindfold only to discover he’s left alone with his gadgets offered by Macintosh Office.
The Fallout From Failure: An Ad That Missed Its Mark
Bearing costs upward of $900k just for that fleeting appearance during one high-stakes Super Bowl slot may have seemed reasonable given previous commercial successes yielding $5M worth positive press—but hindsight reveals glaring miscalculations here too proximal and personal aspects played pivotal roles!
The stark comparisons drawn between both ads reveal similar stylistic choices: exclusive monochrome aesthetics prevailing bleak worlds devoid any innovation save those emerging through Mac capabilities’ visibility! Yet where joyous rebellion sparkled before now languished flatness; simply put—a first-hand witnessing lacked impact compared actively taking part excitement kindled within audiences historically preceding experiences altogether!
A Corporate Crisis Unleashed Post-Broadcast Lines Swamped With Anger
This catastrophic outcome reportedly so enraged Debi Coleman—an influential figure within Macintosh division—that she resigned almost instantly valued heavily committing ink printed out her resignation notice via LaserWriter right then & there!
“The day following after airing we were inundated overwhelmed telephone lines with furious callers declaring not just defensively how they’d never support an Apple product ever again!” recalled former CEO John Sculley later reflecting over situation interests lost because odiously offending target demographic exactly intended win favor back.”
