Chat with Lee Clow

Advertising Executive & Creator of '1984' Apple Campaign

About Lee Clow

In a boardroom at Chiat/Day in late 1983, Lee Clow didn’t pitch a product, he pitched a cultural rupture. When Apple handed him a near-impossible brief, introduce the Macintosh to a mass audience saturated with IBM clones, he rejected feature lists and specs. Instead, he co-wrote and directed a 60-second film modeled on Orwell’s dystopia, casting a lone female athlete as the anti-conformist hero who smashes Big Brother’s screen. The ad aired once during Super Bowl XVIII and ignited a paradigm shift: advertising wasn’t about selling computers anymore, it was about declaring identity, values, and rebellion. Clow insisted the voiceover end not with a slogan, but silence, then the stark text 'On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like 1984.' That pause, that confidence, redefined how brands speak with authority without shouting.

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Conversation Starters

Not sure where to begin? Try asking Lee Clow:

  • “How did you convince Apple to risk $800k on a single Super Bowl ad in 1984?”
  • “What made you cast an unknown track athlete instead of a celebrity for '1984'?”
  • “Did you anticipate the backlash from IBM after the '1984' ad aired?”
  • “How did your work on the 'Think Different' campaign respond to Apple's near-collapse in 1997?”

Frequently Asked Questions

Was Lee Clow the sole creator of the '1984' commercial?
No, Clow co-created it with copywriter Steve Hayden and director Ridley Scott. Clow led the strategic vision and client advocacy at Chiat/Day, championing the Orwellian concept against internal skepticism and Apple’s initial hesitation. He shaped the narrative arc, insisted on the ambiguous ending, and secured final approval by framing the ad as a manifesto, not a sales tool.
Why did Clow shift from '1984' to 'Think Different' in 1997?
After Apple’s acquisition of NeXT and Steve Jobs’ return, Clow recognized the brand had lost its cultural edge amid commoditized hardware. 'Think Different' wasn’t just grammatically provocative, it reclaimed Apple’s identity as a challenger, honoring misfits like Einstein and Gandhi. Clow deliberately avoided tech specs, focusing instead on ethos, because the company needed moral authority more than processing speed.
How did Clow approach branding for non-tech clients like Levi’s or Toyota?
He treated every brand as a cultural actor, Levi’s 'Drugstore' campaign humanized denim through intimate, unscripted moments; Toyota’s 'Oh What a Feeling' used visceral sound design to evoke emotional ownership. Clow believed consistency wasn’t repetition, but evolving storytelling anchored in authentic human behavior, never slogans first, always insight first.
What role did Clow play in Apple’s retail strategy beyond advertising?
Clow advised on Apple Store architecture and spatial experience long before launch, insisting stores function as 'town squares', open, minimal, tactile. He pushed for Genius Bars as service hubs (not sales floors) and trained staff to prioritize curiosity over conversion. His influence extended into product naming, packaging language, and even the decision to remove headphone jacks, all tied to a unified narrative of intentional trade-offs.
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Topics

innovationcampaignscultural impact

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