The first porno movie I ever saw was on a Macintosh SE/30. Actually, it was less “movie” and more 5 looping seconds depicting a buxom woman jiggling her pendulous breasts at 10 frames per second. It was 1989 and pornographic gifs had arrived, relegating my modest collection of Playboy magazines to ugly stepchild status. I was twelve years old and though I couldn’t comprehend the transformative effect Apple’s technology would have on my life, the reaction it stirred in my trousers instantly made me a loyal advocate of the brand.
Fast forward a decade and after completing my business degree in 2000, I came to the realization that I was not cut out for some career mandating neckties and penny loafers. I considered myself more creative than that. Then again, I wasn’t about to commit to the life of a struggling artist and rely on my mother to wash my clothes, feed me and provide me a modest weekly allowance—in spite of her willingness to do so. I had to find a career that could marry my fierce desire to show off my creative chops while allowing me to live comfortably (and independently). That’s when the idea of advertising popped into my head. More precisely, it’s when the 1984 Apple commercial popped into my head. It was a single minute of film that had seared itself into my memory and inspired me to frequently visit bookstores and leaf through large heavy advertising award books in search of similar brilliance. That rarely emerged. I knew just about everything there was to know about the 1984 spot. I could tell you without a moment’s hesitation that it was conceived by Steve Hayden, Brent Thomas and Lee Clow at Chiat/Day, produced by Fairbanks Films in New York, and directed by Ridley Scott. I could tell you that its unforgettable images were an allusion to George Orwell's Nineteen Eighty-Four, and that the unnamed heroine featured in the commercial represented Macintosh as a means of saving humanity from "conformity". What’s more, I could (and still can) tell you that the 1984 ad played a big part in my decision to pursue a career in advertising. A career that hasn’t reached its apex yet, but still allows me to send my three children to private Jewish day schools, put food on the table and generally lead a perfectly contented lifestyle.
Last night at 7:42pm, prime time TV was interrupted to announce the death of Apple CEO, Steve Jobs. Jobs became a household name – not just because we carry around his legacy in our pockets and handbags – but because he changed the way we live our daily lives. Chances are nearly everyone reading this has at least one product created by Apple, or has an iTunes account, or has seen at least one Pixar film.
As an ad guy, I know most brands conduct copious amounts of market research to learn what their customers immediate needs are. That’s expected. It’s knowing what they’ll need tomorrow (and the day after that) that’s the real challenge – and that’s where Jobs excelled. He had a clear vision of the future before any of us knew what we needed. It’s the vision I will miss the most. I don’t know what new technology I will be craving five years from now, but I am certain Steve Jobs did.
