{"id":150988,"date":"2025-03-23T04:32:05","date_gmt":"2025-03-23T04:32:05","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/content-quality-lesson-apples-1984-super-bowl-ad\/"},"modified":"2025-03-23T04:32:05","modified_gmt":"2025-03-23T04:32:05","slug":"content-quality-lesson-apples-1984-super-bowl-ad","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=150988","title":{"rendered":"Content Quality Lesson: Apple\u2019s 1984 Super Bowl Ad"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div style=\"padding-top: 0;\">\n<p><a href=\"https:\/\/heidicohen.com\/wp-content\/uploads\/Content_Quality_Lesson_-_Apple_s_1984_Super_BOwl_Ad-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-medium wp-image-47296\" src=\"https:\/\/heidicohen.com\/wp-content\/uploads\/Content_Quality_Lesson_-_Apple_s_1984_Super_BOwl_Ad-2-300x155.jpg\" alt=\"Macworld - Steve Jobs with original Macs 1984\" width=\"300\" height=\"155\" srcset=\"https:\/\/heidicohen.com\/wp-content\/uploads\/Content_Quality_Lesson_-_Apple_s_1984_Super_BOwl_Ad-2-300x155.jpg 300w, https:\/\/heidicohen.com\/wp-content\/uploads\/Content_Quality_Lesson_-_Apple_s_1984_Super_BOwl_Ad-2-1024x528.jpg 1024w, https:\/\/heidicohen.com\/wp-content\/uploads\/Content_Quality_Lesson_-_Apple_s_1984_Super_BOwl_Ad-2-768x396.jpg 768w, https:\/\/heidicohen.com\/wp-content\/uploads\/Content_Quality_Lesson_-_Apple_s_1984_Super_BOwl_Ad-2-150x77.jpg 150w, https:\/\/heidicohen.com\/wp-content\/uploads\/Content_Quality_Lesson_-_Apple_s_1984_Super_BOwl_Ad-2-580x299.jpg 580w, https:\/\/heidicohen.com\/wp-content\/uploads\/Content_Quality_Lesson_-_Apple_s_1984_Super_BOwl_Ad-2.jpg 1200w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\"\/><\/a>Do you consistently produce quality content?<\/p>\n<p>To paraphrase Stan Lee, the creator of Spiderman, <em>\u201cWith great content come great brands!\u201d<\/em><\/p>\n<p>To help you, let\u2019s examine this content marketing quality lesson,\u2019s\u00a0 Apple\u2019s 1984 Super Bowl ad. While it broke all of the rules at the time, it remains the benchmark for not only Super Bowl ad but also content marketing quality.<span id=\"more-21783\"\/><\/p>\n<h2>Apple\u2019s 1984 Super Bowl Ad Quality Content Lesson<\/h2>\n<p>Steve Jobs understood the value of content quality before the term\u00a0<a href=\"https:\/\/heidicohen.com\/content-marketing-definition\/\">content marketing <\/a>was coined. <strong>Great content requires a memorable story at its core.<\/strong><\/p>\n<p>So Jobs didn\u2019t leave his storytelling to just anyone. He chose <em><a href=\"https:\/\/amzn.to\/3jyVNWS\" target=\"_blank\" rel=\"noopener\">Blade Runner<\/a>\u2019<\/em>s high-profile director <a href=\"http:\/\/www.amazon.com\/s\/?_encoding=UTF8&amp;camp=1789&amp;creative=390957&amp;linkCode=ur2&amp;pageMinusResults=1&amp;suo=1391403222399&amp;tag=heicoh-20&amp;url=search-alias%3Daps#\/ref=nb_sb_ss_i_0_12?url=search-alias%3Daps&amp;field-keywords=ridley%20scott&amp;sprefix=Ridley+Scott%2Caps%2C312&amp;rh=i%3Aaps%2Ck%3Aridley%20scott&amp;sepatfbtf=true&amp;tc=1391403227857\" target=\"_blank\" rel=\"noopener\">Ridley Scott<\/a>.<\/p>\n<p><iframe loading=\"lazy\" title=\"Apple 1984 Super Bowl Commercial Introducing Macintosh Computer (HD)\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/2zfqw8nhUwA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><strong>Using the tagline \u201cWhy 1984 Won\u2019t Be Like \u20181984\u2019\u201d Apple\u2019s ad borrowed George Orwell\u2019s novel.<\/strong><\/p>\n<p>At that time, Apple\u2019s Macintosh was a small startup aiming to position itself\u00a0 against the IBM PC. Its story line comes right out of the bible\u2019s David versus Goliath.<\/p>\n<p>Further continuing the connection to Orwell\u2019s book, <em>1984<\/em>, the ad transforms IBM into Big Brother.<\/p>\n<p><a href=\"https:\/\/heidicohen.com\/wp-content\/uploads\/MacWorld-1-scaled.jpeg\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignright wp-image-47291\" src=\"https:\/\/heidicohen.com\/wp-content\/uploads\/MacWorld-1-236x300.jpeg\" alt=\"Cover of MacWorld, Issue #1\" width=\"200\" height=\"255\" srcset=\"https:\/\/heidicohen.com\/wp-content\/uploads\/MacWorld-1-236x300.jpeg 236w, https:\/\/heidicohen.com\/wp-content\/uploads\/MacWorld-1-805x1024.jpeg 805w, https:\/\/heidicohen.com\/wp-content\/uploads\/MacWorld-1-768x977.jpeg 768w, https:\/\/heidicohen.com\/wp-content\/uploads\/MacWorld-1-1208x1536.jpeg 1208w, https:\/\/heidicohen.com\/wp-content\/uploads\/MacWorld-1-1611x2048.jpeg 1611w, https:\/\/heidicohen.com\/wp-content\/uploads\/MacWorld-1-150x191.jpeg 150w, https:\/\/heidicohen.com\/wp-content\/uploads\/MacWorld-1-580x738.jpeg 580w, https:\/\/heidicohen.com\/wp-content\/uploads\/MacWorld-1-scaled.jpeg 2013w\" sizes=\"(max-width: 200px) 100vw, 200px\"\/><\/a><strong>Setting the standard for great content, the 1984 Macintosh ad neither promoted nor pushed the product.<\/strong><\/p>\n<p>In fact, the product\u2019s only appearance was the line drawing on the runner\u2019s t-shirt and it\u2019s voiceover tagline at the end. This was sufficient.<\/p>\n<p><strong>The runner\u2019s message was larger than the Macintosh. It positioned Apple as the spunky upstart challenging the dull establishment.<\/strong><\/p>\n<p>Television ads worked (and still do) on repeated viewings. <strong>Yet, Apple only aired this ad once for an audience to view.<\/strong> At the time, the only platform to see a video ad was television. This created scarcity and talkability, which news shows were happy to provide!<\/p>\n<h2>7 Content Quality Lessons Based On Apple\u2019s 1984 Ad<\/h2>\n<p>Here are the key attributes of Apple\u2019s content lesson regardless of the size of your marketing budget.<\/p>\n<h3><span style=\"font-size: xx-large; color: #888888;\">1. <\/span>Position your brand, not just your product<\/h3>\n<p>Unlike most content marketing, Apple\u2019s ad went further than just incorporating brand elements. It positioned the brand.<\/p>\n<p>You need a hook your audience knows, particularly with a new offering. Apple positioned itself as the little guy against IBM, Big Blue.<\/p>\n<p><b>Critical point: It wasn\u2019t subtle; every viewer got it<\/b>. This isn\u2019t new. Read Trout and Ries\u2019s <i><a href=\"http:\/\/www.amazon.com\/gp\/product\/B00BR5DKSG\/ref=as_li_ss_tl?ie=UTF8&amp;camp=1789&amp;creative=390957&amp;creativeASIN=B00BR5DKSG&amp;linkCode=as2&amp;tag=actiomarkegui-20\" target=\"_blank\" rel=\"noopener\">Positioning: The Battle For Your Mind<\/a>.<br \/><\/i><\/p>\n<h3><span style=\"font-size: xx-large; color: #888888;\">2. <\/span>Know your customer<\/h3>\n<p><strong>Apple\u2019s targeted a new breed of computer users. <\/strong><\/p>\n<p>Not only did they want to rebel against the existing way of doing things, but also they loved science fiction. (Take it from me\u2014I\u2019ve sold lots of science fiction in my career.) As a result, this content spoke its audience\u2019s language. This understanding became a core element of the Apple culture.<\/p>\n<h3><span style=\"font-size: xx-large; color: #888888;\">3. <\/span>Use a classic story arc<\/h3>\n<p>Deeper than Orwell\u2019s classic tale was the David against Goliath narrative arc. Even more striking in 1984 was that the runner was a woman. While women\u2019s lib was well entrenched in society, computer users were almost all men. At the time, Apple was literally David; it had tiny market share.<\/p>\n<h3><span style=\"font-size: xx-large; color: #888888;\">4. <\/span>Include an element of surprise<\/h3>\n<p>The ad incorporated emotion in the form of skillfully built up suspense and shattered it literally with a hammer blow. While built on the 1984 story, the ad changed the ending. Unlike Winston Smith, Apple\u2019s runner is triumphant.<\/p>\n<h3><span style=\"color: #888888; font-size: xx-large;\">5. <\/span>Build controversy<\/h3>\n<p>The ad was either loved or hated. Apple\u2019s board didn\u2019t like the ad.<\/p>\n<h3><span style=\"color: #888888; font-size: xx-large;\">6. <\/span>Created talkability<\/h3>\n<p>The ad\u2019s price, content and scarcity created buzz.<b> <\/b>In an era where marketers didn\u2019t plan Super Bowl advertising support such as websites and social media, Apple planned 100 days of promotion for the Macintosh following the Super Bowl.<\/p>\n<h3><span style=\"color: #888888; font-size: xx-large;\">7. <\/span>Measure the \u201cright\u201d results to prove increased profitability<\/h3>\n<p><strong>What did Apple gain with this expensive advertising investment?<\/strong> By 1984 standards, Apple\u2019s ad was expensive. It cost $900,000 to produce and $800,000 for the 60 second media spot. (Note: To quality for advertising awards, the ad aired in the wee hours of the morning in a small tv market when no one was up.)<\/p>\n<p><b><i>YET<\/i> Apple\u2019s 1984 Super Bowl investment yielded measurable results:<\/b><\/p>\n<ul>\n<li><strong>Earned media<\/strong>. In 1984\u2019s pre-Internet, pre-social media, <strong>Apple received $5 million in free television time with post-Super Bowl news discussion.<\/strong> <em>This was PR at its best.<\/em><\/li>\n<li><strong>Sales. Apple sold $155 million worth of Macintoshes in the 3 months <\/strong>following the Super Bowl.<\/li>\n<li><strong>Positioning.<\/strong> <strong>Apple cemented its position as the IBM competitor.<\/strong><\/li>\n<li><strong>Corporate knowledge<\/strong>. Steve Jobs built his blueprint for product launches based on the 1984 ad and rollout.<\/li>\n<\/ul>\n<h2>Why do marketers go wrong with quality content?<\/h2>\n<p><strong>Great brands need great content.<\/strong><\/p>\n<p>It\u2019s not about the size of your company or your marketing budget.<\/p>\n<p><i>Rather, it\u2019s about thinking different, as Apple\u2019s tagline states.<\/i><\/p>\n<p><strong>The Quality Content Marketing Lesson:<\/strong><br \/><strong> You need quality content unique to your brand to create and support it. You can\u2019t accomplish this by trying to copy another brand.<\/strong><\/p>\n<p>Apply these 7 quality content marketing elements to make your brand standout for your audience.<\/p>\n<p>Happy Marketing,<br \/>Heidi Cohen<\/p>\n<p>Editor\u2019s Note: This article was originally published on Feb 3, 2014\u00a0 and updated on Feb 5, 2023.<\/p>\n<hr\/>\n<p>Photo credit: Cover of the first Macworld Magazine (personal collection)<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Do you consistently produce quality content? To paraphrase Stan Lee, the creator of Spiderman, \u201cWith great content come great brands!\u201d To help you, let\u2019s examine this content marketing quality lesson,\u2019s\u00a0 Apple\u2019s 1984 Super Bowl ad. While it broke all of the rules at the time, it remains the benchmark for not only Super Bowl ad [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":150989,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[14520,1658,7222,11594,248,814],"dealstore":[],"offerexpiration":[],"class_list":["post-150988","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-apples","tag-bowl","tag-content","tag-lesson","tag-quality","tag-super"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Content Quality Lesson: Apple\u2019s 1984 Super Bowl Ad - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=150988\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Content Quality Lesson: Apple\u2019s 1984 Super Bowl Ad - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Do you consistently produce quality content? 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To paraphrase Stan Lee, the creator of Spiderman, \u201cWith great content come great brands!\u201d To help you, let\u2019s examine this content marketing quality lesson,\u2019s\u00a0 Apple\u2019s 1984 Super Bowl ad. 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