1984, la publicité d’Apple qui a failli ne jamais voir le jour

 

Quelques mois après la sortie et l’échec du Lisa d’Apple, un des premiers ordinateurs personnels avec souris, c’est au tour du Macintosh de faire son apparition. Un lancement précédé par une vaste campagne de publicité en Décembre 1983 présentant la simplicité du nouvel appareil pour tous. C’est en effet le premier ordinateur personnel vendu par la marque mais c’est surtout celui qui popularisera l’usage de la souris.

Le premier Macintosh lancé le 24 Janvier 1984. Source : AppleInsider

          

Le saviez-vous : le nom Macintosh viendrait du nom McIntosh, la variété de pomme préférée de Jeff Raskin, le fondateur du projet.

 

 

 

Pour son produit révolutionnaire, Steve Jobs souhaitait une publicité à sa hauteur et pour cela, un budget de 750 000 dollars a été débloqué pour réaliser sa publicité.

 

1984 : la publicité

Pour la réalisation de la publicité Steve Jobs fait appel à Lee Clox, directeur de l’agence publicité Chiat/Day (aujourd’hui fusionnée avec TBWA) et à Ridley Scott connu pour ses films de science-fiction tels que Alien ou Blade Runner.

La combinaison de leurs idées les a menés à un court-métrage faisant référence au romain 1984 de Georges Orwell dépeignant un régime totalitaire contrôlé par Big Brother.

C’est donc dans une ambiance industrielle, post-apocalyptique et oppressante que s’ouvre la publicité avec des hommes habillés sans couleur ni expression qui traversent un tunnel sous la surveillance de plusieurs écrans pendant qu’en fond, un voix masculine autoritaire se fait entendre.

Soudain une femme apparait, marteau à la main, c’est l’athlète et mannequin britannique Anya Major qui vient les libérer de l’influence de Big Brother, une métaphore pour représenter IBM.

Au milieu de la salle où tous les hommes ont les yeux rivés sur l’écran, elle lance son marteau pour le détruire et c’est à ce moment-là que le slogan apparait « Le 24 Janvier, Apple Computer vous présentera le Macintosh. Et vous verrez pourquoi 1984 (l’année) ne sera pas comme 1984 (le livre) ».

Après un montage brut, l’agence va présenter le spot à John Sculley et Steve Jobs qui approuvent le résultat. Présenté le 23 Octobre 1983 pour la première fois lors d’une conférence de vente annuelle devant plus de 750 personnes la publicité reçoit un accueil plus que chaleureux.

Chez Apple, les choses se compliquent …

Lors de la première présentation au Conseil d’Administration d’Apple pour valider la publicité, l’accueil est tout autre. Les membres sont tellement remontés contre sa publication qu’ils vont jusqu’à faire pression sur l’agence de publicité afin que celle-ci revende les deux espaces publicitaires de 60 secondes et 30 secondes précédemment achetés pour la diffusion le soir du Super Bowl afin que la publicité ne soit jamais diffusée.

Steve Jobs de son côté, convaincu de sa publicité, va chercher un appui du coté de Steve Wozniak, qui, après avoir vu la publicité va lui affirmer que c’est la meilleure publicité qu’il n’ai jamais vu. Les deux hommes iront même jusqu’à envisager de payer eux même les espaces publicitaires prévu pour le Super Bowl.

Jay Chiat cofondateur de l’agence, va, après avoir reçu la directive de revendre les espaces, ne pas la respecter, ou du moins seulement à moitié. Il va revendre le créneau de 30 secondes mais gardera celui de 60 secondes.

L’accord de diffusion viendra finalement du service marketing de la marque pour publier l’entièreté du film lors de la finale.

 

1984 d’Apple : Diffusion accordée

C’est ainsi que le 22 Janvier 1984, lors de la finale du 18ème Super Bowl au Tampa Stadium en Floride, que va être diffusé lors de la première mi-temps le spot publicitaire “1984” d’Apple, d’une minute devant plus de 96 millions de téléspectateurs.

Suite à la publicité, les standards téléphoniques d’Apple vont exploser d’appel de personnes souhaitant en savoir plus sur ce produit révolutionnaire. L’engouement est tel que des chaines tel ABS, CDS ou encore NBS en parlent et le rediffusent dans leurs journaux du soir. La publicité fera même les Unes du Time, du Wall Street Journal ou encore de Forbes. Elle va remporter le Grand Prix du Festival de la publicité Cannes Lion la même année.

Un succès qui l’est d’autant plus qu’à aucun moment la publciité ne va montrer le produit qu’elle est sensée promouvoir.

 

Tout est bien qui finit bien ?

Deux jours après la diffusion au Super Bowl, c’est devant 2 600 personnes présentent au Flint Center au De Anza College à Capertino en Californie, que Steve Jobs présente officiellement pour la première fois le Macintosh à l’assemblée générale des actionnaires. Le Macintosh 128K apparait, sur fond de musique de Vangelis composée pour les Chariots de feu. D’un seul clic sur la souris, il se met même à parler « Bonjour. Je m’appelle Macintosh. Ça fait du bien de sortir de ce sac. »

Néanmoins, les ventes du Macintosh ne décollent pas. Suite à différents désaccord, Steve Jobs quitte l’entreprise en Septembre 1985 pour fonder NeXT. C’est en 1997, Apple alors au bord de la faillite rachète NeXT et Steve Jobs va donc revenir à sa tête et déclencher le succès qu’on lui connait aujourd’hui.

La révolution est-elle toujours en marche ?

Cette année c’est Epic Games qui a parodié cette célèbre pub d’Apple suite au bannissement du jeu phénomène Fortnite de l’Apple Store (et du Google Store) cet été. En effet sur ces plateformes, les développeurs doivent payer une commission à hauteur de 30% des transactions réalisées par les utilisateurs. Pour contourner ce système et ainsi permettre aux joueurs d’économiser de l’argent en payant moins cher, Epic Game avait installé un mode alternatif de paiement qui contournait les systèmes de base. Ayant enfreint les règles, Apple et Google avaient décidé de supprimer le jeu.

Suite à cet évincement, Epic Game a entamé une action en justice contre Apple pour action « Anticoncurrentielles » et l’a combiné par un petit coup de communication avec une parodie de la publicité “1984” d’Apple faisant passer la marque à la pomme du libérateur à l’oppresseur avec le #freefortnite qui a fait le buzz sur les réseaux sociaux.

Aujourd’hui encore la situation n’est toujours pas réglée et le jeu n’est toujours pas disponible sur l’Apple Store mais Epic Game n’a pas dit son dernier mot. Il semblerait que le fameux jeu soit bientôt de retour sur vos appareil Apple grâce à Nvidia. Affaire à suivre…

Mais alors que devient l’Apple de 1984 aujourd’hui ? Alors que la marque se plaçait contre l’uniformité, comme une marque révolutionnaire qui nous libère de Big Brother, quand on connait la place qu’occupe la marque et sa situation sur le marché actuelle, on se demande de quel côté de l’écran elle se trouve.

 

Pour plus d’articles sur les tops et flops du Marketing c’est par ici !

Justine C

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