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Apple's 1985 Ad Disaster!

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NOV 27, 2023
Nimish And Akriti (We Write)
NimishAndAkriti
Everyone with even the slightest interest in technology knows the epic 1984 Apple ad, which changed perceptions about both computers and advertising, and many say played a key role in establishing the brand (even though it was aired just twice). What, however, is not that well known is that just a year later, Apple tried to come out with a rather similar ad for another product. And failed badly. This was the Lemmings ad. Or as some nicknamed it - 1985!
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Nimish And Akriti (We Write)
Lemmings was an ad that was released in 1985 to announce the launch of Macintosh Office, an office computing platform which had Macintosh computers, a local area networking (LAN) system, a file server, and a networked laser printer. Macintosh Office was about bringing the Macintosh experience to an enterprise, which was largely controlled by IBM. So it was not surprising that Apple used an approach that was similar to the epic Macintosh ad.
Nimish And Akriti (We Write)
Like in the 1984 ad, Apple decided to use an apocalyptic scenario, and steering clear of very vivid colours, representing boringuniformity. Instead of drone-like people sitting in a room, staring at a screen, the ad showed a line of corporate executives, with blue blindfolds (IBM was called 'Big Blue', remember?), walking behind each other to the tune of "Hi ho, Hi ho, it's off to work we go," and then falling off a precipice, one by one. Just like lemmings.
Nimish And Akriti (We Write)
A voiceover announces "On January 23, Apple Computers= will announce Macintosh Office." Hearing this, the last executive in the line stops at the edge of the precipice,. He lifts his blindfold slightly, and peers through it, as the Voiceover says "You can look into it." He sees the precipice in front of him, he looks behind him to see another line of blindfolded executives on its way. "Or you can go on with business as usual," the Voiceover concludes.
Nimish And Akriti (We Write)
The core idea was simple - if you did not go with Apple, you were committing suicide by staying with IBM . As with the 1984 ad, Apple first screened at the Super Bowl. But unlike that ad which was greeted by applause, this one did not seem to strike a chord with the audience, which was largely subdued. The ad was heavily criticised, mainly because many felt that it ridiculed the customers. The product itself's getting delayed did not help matters!
Nimish And Akriti (We Write)
The ad was just the first sign of things going wrong at Apple. Jobs, who was in the audience in the Super Bowl, left the company, and things went downhill. Apple was so scarred by the experience that it did not use the Super Bowl for ads until 1999, Apple would get its advertising mojo back in Jobs' second innings. but Lemmings, remains its biggest ad trip up, 1985 was definitely NOT 1984! See it here: https://youtu.be/V-SJQdREDKM?s…
NOV 28, 2023
Himanshu Khanna
him
I had no idea about this!
Himanshu Khanna
Thanks for sharing this 🫡
Nimish And Akriti (We Write)
NimishAndAkriti
Himanshu Khanna
Himanshu Khanna
Thanks for sharing this 🫡
You are very welcome! Not many know about it as Apple has kind of quietly buried it. But internally, it is seen as a bird of ill omen as things went catastrophically wrong with the brand after the ad!
Himanshu Khanna
him
I have had this theory about Apple from long. Apple loves to throw things out in the world, see what gets initial traction and then push hard on things that saw some eyeballs already while they bury the rest.
Nimish And Akriti (We Write)
NimishAndAkriti
Himanshu Khanna
Himanshu Khanna
I have had this theory about Apple from long. Apple loves to throw things out in the world, see what gets initial traction and then push hard on things that saw some eyeballs already while they bury the rest.
Oh absolutely. That was a trademark of the Jobs era. The tendency was to sink or swim, but go hard initially.
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Nimish And Akriti (We Write)
The idea of a 'slightly improved' device was a bit of an anathema in the Jobs era. It was generally pretty much a rework.
Himanshu Khanna
him
Nimish And Akriti (We Write)
Nimish And Akriti (We Write)
The idea of a 'slightly improved' device was a bit of an anathema in the Jobs era. It was generally pretty much a rework.
That's how it should be, no?
Nimish And Akriti (We Write)
NimishAndAkriti
Himanshu Khanna
Himanshu Khanna
That's how it should be, no?
Yes, but alas it is seldom so in reality.
Himanshu Khanna
him
Nimish And Akriti (We Write)
Nimish And Akriti (We Write)
Yes, but alas it is seldom so in reality.
Things shall improve 🙃