Introduction

The Apple Mac was to save the company. The public introduction of the machine has become a classic too for the marketing.

The following is from PCWorld(1)

The Macintosh marketing memories begin for most of the pioneers with the "1984" ad that played during the Super Bowl the week of the Macintosh's launch. Crafted by Hollywood director Ridley Scott, it was dramatic and artsy--and, as several of the principals recall, it almost didn't run.

A preview of the ad was greeted with foot-stomping, whistling applause from the sales force at a fall meeting, several members of the original Macintosh marketing team say. But the Apple board of directors was much less impressed, and in fact ordered ad agency Chiat/Day to try to sell the Super Bowl advertising time spots. When the agency reported it couldn't unload the 60-second spot by the deadline, Apple's board suggested swapping in an Apple II advertisement--but none was suitable. So the board acquiesced, the spot ran--and the Mac made its mark on the advertising field as well as on the technology world. Today, the Super Bowl is often the showcase for innovative advertisements.