Plot
The commercial opens with a dystopic, industrial setting in blue and gray tones, showing a line of people (of ambiguous gender) marching in unison through a long tunnel monitored by a string of telescreens. This is in sharp contrast to the full-color shots of the nameless runner (Anya Major). She looks like an Olympic track and field athlete, as she is carrying a large brass-headed hammer and is wearing an athletic "uniform" (bright orange athletic shorts, running shoes, a white tank top with a cubist picture of Apple’s Macintosh computer, a white sweat band on her left wrist, and a red one on her right).
As she is chased by four police officers (presumably agents of the Thought Police) wearing black uniforms, protected by riot gear, helmets with visors covering their faces, and armed with large night sticks, she races towards a large screen with the image of a Big Brother-like figure (David Graham, also seen on the telescreens earlier) giving a speech:
| “ | 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 purveying contradictory 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! | ” |
The runner, now close to the screen, hurls the hammer towards it, right at the moment Big Brother announces, "we shall prevail!" In a flurry of light and smoke, the screen is destroyed, shocking the people watching the screen.
The commercial concludes with a portentous voiceover, accompanied by scrolling black text (in Apple's early signature "Garamond" font); the hazy, whitish-blue aftermath of the cataclysmic event serves as the background. It reads:
| “ | On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like "1984." | ” |
The screen fades to black as the voiceover ends, and the rainbow Apple logo appears.
Read more about this topic: 1984 (advertisement)
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“But, when to Sin our byast Nature leans,
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The Good Old Cause, reviv’d, a Plot requires,
Plots, true or false, are necessary things,
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—John Dryden (1631–1700)
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“If you need a certain vitality you can only supply it yourself, or there comes a point, anyway, when no one’s actions but your own seem dramatically convincing and justifiable in the plot that the number of your days concocts.”
—John Ashbery (b. 1927)