Ridley Scott recounts the mythical Apple ad “1984”

Director Ridley Scott had no idea who Steve Jobs was when he was hired to direct Apple’s now legendary “1984” commercial for the launch of the Macintosh.

Ridley Scott, 1984

In a recent interview, Ridley Scott confessed that advertising taught him how to maximize budgets and work to tight schedules. In 1983, Chiat/Day, then Apple’s public relations firm, asked him to do a commercial to launch the Macintosh, and Scott initially thought that “Apple” meant working for the Beatles. ” They said ‘no, no, no. Apple is such a company called Steve Jobs”, says Scott. “But I had no idea who Steve Jobs was.”

The director was amazed by the script of this spot: My god, I thought. They don’t say what Mac is, they don’t show the product. They don’t even say what it does. It was advertising as an art form and it was terribly effective”. What most convinced Ridley Scotto to accept was the script for “1984” written by Steve Hayden, Brent Thomas and Lee Clow.

“Today, however, advertising is changing dramatically”, added Scott. “And the problem also comes from the iPhone, which is both a genius and an enemy. Today, you may read something important and end up with 19 distracting banners. Is it effective? I highly doubt it”.

Ridley Scott is working with Apple again through his production company, Scott Free. At the moment, the director is making “Kitbag”, a film about Napoleon that we will see on Apple TV+.

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