E’ andato in onda solo una volta durante il Superbowl del 1984.
E’ girato da quello che sarebbe diventato il più famoso regista di SF: Ridley Scott.
E’ considerato uno dei migliori spot di tutti i tempi.
E’ stato il primo esempio di pubblicità moderna per il mondo dell’informatica.
Credo che molti abbiano capito di cosa sto parlando.
E’ 1984, il famoso spot della Apple con cui lanciava uno dei personal computer più fortunati di sempre: il Macintosh.
Lo spot è celeberrimo perché si ispira apertamente al romanzo di George Orwell e al personaggio del Grande Fratello.
La scena vede una donna vestita in maniera colorata che corre fra persone grigie e conformiste contro uno schermo da cui un personaggio fa proclami in una sorta di neolingua celebrando il nuovo mondo dell’informazione.
Famosa la celebre chiusura che annunciava perché il 1984 non sarebbe stato come “1984”.
I critici dell’epoca, vollero vedere un’accusa di bruttezza e banalità sollevato dalla Apple contro l’allora dominatore del mercato dei computer IBM.
Però come promettono i corsi e ricorsi della storia, chi di conformismo ferisce di conformismo perisce.
Quest’anno, proprio durante il Superbowl, Motorola ha mandato un onda la pubblicità del suo tablet, lo Xoom – dal titolo Empower the People – che è un’accusa – e neanche tanto velata – al fatto che la Apple è diventata la società che detta legge in un nuovo conformismo.
Nello spot si vede un mondo – che potrebbe essere qualunque città metropolitana di oggi – in cui tutti sono vestiti di bianco, con delle altrettanto cuffiette bianche che spuntano dalle orecchie, ad eccezione di un buffo ragazzo colorato, quasi nerd, che ha un ottimo motivo per non essere così neutro.
Bianco contro grigio, narrowcast (gli iPod personal media) contro broadcast (la televisione mass media), sentimenti (…) contro politica (la rottura dello schermo).
La lotta commerciale si gioca anche attraverso l’immaginario.
Aneddoto: nel 2004, in occasione del ventennale, la Apple ha mandato in onda nuovamente una versione aggiornata del famoso spot.
Sapete dirmi cosa è stato modificato?
lol, gli hanno messo l’ipod 🙂
Esatto! 🙂
Ciao Davide,
bel post. 🙂 Viene proprio nel momento in cui sto pensando da qualche tempo di scrivere un post sul mio blog intorno a quest’argomento. Penso e ripenso al famoso pay off “Think Different” ultimamente…
Premetto che studio marketing e comunicazione d’impresa, ecco il perchè delle mie analisi. Credo che Apple stia diventando l’ IBM di adesso e trovo che questo pay off ormai non regga più. Il mondo si sta popolando sempre più di Mac, iPod, iPad etc, e quindi credo che ormai la strategia di Apple non sia così valida al giorno d’oggi. Infatti Motorola se ne appropria e ne cambia di significato. Si propone come la Apple del 1984, solo nel 2011. Sicuramente peccherà di poca originalità, è vero, ma almeno ci costringe a riflettere sulla strategia di Apple. Sono un felice possessore di 3 Device Apple, ma l’atteggiamento arrogante è sempre qualcosa che condanno. Amo di Apple, l’innovazione e la facilità d’uso, ma sono pronto a premiare i concorrenti altrettanto validi, che al momento non si vedono. Da un punto di vista comunicativo, la strategia è da rivedere, e non basta aggiungere un iPod per rinnovare il messaggio, purtroppo per loro, così come non basta ricalcare il significato di un successo per Motorola. C’è bisogno di ancora più originalità, sei d’accordo?
Ciao Enrico, grazie per l’apprezzamento.
Credo che forse Think different debba essere interpretato rispetto all’azienda e non rispetto ai consumatori (per il principio secondo cui ora chi ha un mac/i-whatever fa parte di una community enorme.
Concordo con la tua idea che rinnovare vuol dire non solo mettere un iPod ad una pubblicità del 1984, ma credo che seguire Apple su questi mercati al momento non possa essere che l’unica strategia perseguibile.
Anch’io sono un utente Apple, ma solo in mobilità. I computer che uso sono tutti PC (VAIO).
Un saluto e grazie per la tua lunga e interessante riflessione.
C’è da dire che nello spot Motorola il ragazzo “volta pagina” mentre sta leggendo 1984. Bel post.
Si Jose, anch’io apprezzo moltissimo la citazione di 1984 che il ragazzo sta leggendo.
Grazie per l’apprezzamento.
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