TV still
1984
Apple · 1984
- Agency
- Chiat/Day
- Campaign
- 1984
Analysis
A runner in bright clothing carries a hammer through a dark setting in Apple's Macintosh commercial. The athletic figure gives the computer launch a visual story of defiance.
Visual contrastRebellion metaphor
Why it worked
The bright runner separates clearly from the darker world. The hammer gives the character a purpose that viewers can follow without a product demonstration.
Lesson
Give a launch one clear action that expresses the change the product promises.