Why There Will Never Be Another Super Bowl Ad like “1984”
Can any Super Bowl ad match the impact of Apple’s “1984”?
No.
When Apple introduced the Macintosh computer via the most iconic 60 seconds in ad history during Super Bowl XVIII, Apple positioned the Mac as more than a product and Apple as more than a company. The ad, created by Chiat/Day, with Lee Clow as the creative director, cast Apple as a rebellious force against conformity and oppression. The Mac was framed as a revolutionary tool that would liberate individuals from the status quo, bringing creativity, freedom, and personal empowerment to computing. The ad felt like a scene from a movie because it was directed by Ridley Scott.
“1984” aired nationally only once during Super Bowl XVIII on January 22, 1984, creating an air of exclusivity. This led to extensive media coverage and discussions, generating millions of dollars in free publicity and initial Mac sales that exceeded expectations. But you can’t measure the impact of the ad in near-term sales alone. “1984” had lasting impact on the public’s perception of Apple and its products.
Times have changed since a lone rebel hurled a sledgehammer at Big Brother on a massive screen in “1984.” Today’s Super Bowl ads can be funny, outrageous, and entertaining. But it’s unlikely that any of them can change public perception and create lasting cultural relevance as “1984” did. An estimated 80 spots from 50+ brands will air during Super Bowl LIX. It’s enormously difficult for any ad to stand out, especially in a media landscape that has transformed since the 1980s. Instead of feeling like a defining event, a Super Bowl ad is just another fleeting ripple in an endless scroll. An ad lands with a splash, but within minutes, it’s buried beneath memes, reaction clips, brand banter, and whatever viral stunt happens next. What was once a cultural landmark now feels like an ephemeral post, living and dying in the churn of the algorithm.
The Super Bowl — both the game itself and the spectacle around it — remains as enjoyable and important as ever, with the digital media swirl now part of the fun. But the audience, conditioned by social feeds and short-form content, barely absorbs one ad before demanding the next. There’s no time to let an ad linger or build momentum — just an impatient “Next, please.” A commercial that once dominated conversations for weeks now struggles to stay relevant for an hour.
“1984” also arrived when personal computing was a nascent category. By taking on one symbol of the PC market — IBM — Apple could redefine the competitive landscape. Today, even in the young AI space, competitors are rapidly emerging to claw at each other, and the battleground looks different. OpenAI didn’t change behavior and perceptions with a Super Bowl ad — it did so by launching ChatGPT. Super Bowl ads still matter. But not the way “1984” did.
