"1984" Focus Group

Testing proves that testing works. We did an animatic of the greatest spot ever produced (Apple's "1984") then presented it to two actual focus groups.

These are not actors.

Produced for the opening of the 2007 Hatch Awards, New England's regional show.

Directors: Roger Baldacci & Lawson Clarke
Agency: Arnold

Category:

Comedy

Tags:

• Apple
• 1984
• focus
• groups
• testing
• advertising
• Hatch

[AnarchistJim]

My first reaction upon seeing this was.. huh? 1984 in 2008? not really a great ad

The 1984 spot is one of the best commercials ever. But it worked because it was so timely. It _was_ 1984, Russia was a totalitarian superpower, and the corporate office of IBM probably looked a lot like the commercial. ;-)

Context matters alot, and it's difficult to see the 1984 ad having as much power and impact during the 2008 Superbowl as it did during the 1984 Superbowl, when DOS and mainframes still reigned.

[falloutfreak247]

wow... people are stupid. they completely misinterpreted that commercial. -_-

[G58]

By attempting to create a copy of Apple's 1984 ad, out of time, this agency committed a cardinal sin: it abandoned creativity by imitating without relevance - & for no apparent logical reason, other than to try to prove a point already disproved: their curious belief that Apple's '1984' didn't work! Well we know it did, but who has or had an interest in making that point? Microsoft - whilst it still believed it was relevant, was desperate to stem the tide of Apple success. They copied & failed.

[G58]

Good advertising works for largely subjective & subliminal reasons. It speaks to people's feelings & address their needs - without spelling out the detail. Apple's 1984 ad worked because it grabbed attention & exploited a perception about IBM's dominance at that moment in time. It played on a future/fear of a draconian regime via imagery of Orwell's '1984' dystopian landscape. By raising the creative bar, it also ensured that narrative could never be used again without accusations of imitation.

[G58]

IF I was going to use a focus group, & I wouldn't, these are the last people I'd choose. Everything about them is wrong. But that's not the biggest issue here. The agency that commissioned this test is utterly incapable of understanding its own business. The list of reasons why their ad is wrong is so long there isn't space on here. But importantly, none of them have anything to do with any of the reasons given by the morons in the room. If they understood advertising, they wouldn't be there.

[bretzy8]

People know nothing

[zzthex]

That animatic sucked a fat one.

[tadpoleontheweb]

Exactly as others have cited, a company that puts its faith in a focus group is abdicating its ability to come up with innovative branding and will often make a decision which could have devastating effects. Let the creative, smart people have full reign and you'll produce magic. Focus groups are the death of ideas.

[sillynrz]

what... no chimp??

[AceTracer]

Morons. This is why we never see movies like Blade Runner and Brazil anymore. They would just be focus grouped to death.