Of the more than 2,000 TV ads created by the director of Alien, Blade Runner and Thelma and Louise, one stands out.
From Rebecca Keegan’s “What Ridley Scott Has Learned: ‘We Don’t Know S***’” posted Thursday in The Hollywood Reporter:
His most famous ad is Apple’s 1984 Super Bowl spot introducing the Macintosh computer, regarded as one of the most influential ads of all time. When the agency, Chiat/Day, pitched Ridley on directing a spot for Apple, he thought they were talking about The Beatles. “They said, ‘No, no, no. Apple is this guy called Steve Jobs.’ I went, ‘Who the fuck is Steve Jobs?’ They said, ‘It’s probably going to be something.’” Scott read the script and thought, “My God. They’re not saying what it is, they’re not showing what it is. They’re not even saying what it does. It was advertising as an art form. It was devastatingly effective.” Today, “Advertising is changing dramatically. And the problem is it went onto this,” Ridley says, holding up his iPhone, “which was both genius and the enemy. It’s now in segments, where you’re trying to find an article and there’s 19 little snippets of it. Is it effective? I very much doubt it.”
My take: I thought I’d heard everything there was to say about the 1984 “Big Brother” Macintosh ad. Here it is, one more time: