Where Were You When the Hammer Flew?
The year…1984. The month…January, during the Super Bowl. The setting…Flash to a dark corridor where the loyal foot soldiers of Big Blue march to a dark, hollow room, to listen to brainwashing from their master on a giant screen. Enter a young woman with short hair, a Picasso tank top, and a sledgehammer running into the room…. Before security guards who look like they came from Star Trek can apprehend her, with 3 mighty swings she hurls the sledgehammer and watches as it flies into the screen, utterly destroying it and the old way of thinking…. Close with the famous words…“On January 24th, Apple Computer will introduce Macintosh, and you’ll see why 1984 won’t be like ‘1984.’”
Ahhh…the commercial that introduced the world to Macintosh. It’s regarded as the #1 all-time Super Bowl commercial. The Macintosh would go on to change the world, changing our perspective of what computers had been, showing us a different, yet exciting, new way, and leading the way into the future. While the Macintosh didn’t quite rule the world, it has undoubtedly left its mark on the computer industry and will always be remembered as “The computer for the rest of us.”
I’ve heard from Macintosh fans who told of how awestruck they were by the introduction of Macintosh. They told of being absolutely blown away by being able to draw with the mouse. The exciting new world of the GUI allowed them to be creative in a way they had never experienced on other computers of the time. It simply made other command-line based monstrosities seem old hat. They remember that famous day in 1984 when the hammer flew and blew a hole in the old way of thinking.
Which leads me to the point of this article: where were you when the hammer flew? Myself? I was a couple months away from turning two years old, so I missed out on the memories of that day. In fact, the first time I would see a Macintosh wasn’t until 1993 (although I didn’t know it was a Macintosh, admittedly). The first time I actually used a Macintosh came in 1999. You can read more about it, as it’s my first Welcome To Macintosh article written almost a year ago, here at Low End Mac: http://www.lowendmac.com/thomas/06/0823.html
Where were you when the hammer flew? Send your story to me at .(JavaScript must be enabled to view this email address). All emails I receive will be replied to and five of them will be included (with your permission) in a follow-up article next week.
Comments
I’d be surprised if any of you young whippersnappers remember that far back (assuming any of you were more than a fetus at the time).
Heck, I was only 14 and shopping for my own first computer around that time—an Apple //c. I’d used ][+ and //e’s at a friend’s and school, but this was to be my own personal Apple (but not a Mac).
I even remember being a little resentful that the Apple related magazines (Cider, A+) were devoting more pages to Macintosh content over time…
I wanted my next computer to be a //gs, but eventually, the Macintosh II won my heart in 1988. At $5000, it was a hell of a lot of money for a 68020 @ 16Mhz / 2MB RAM machine, but it was cutting edge and I was a computer science major.
Unfortunately, Windows/286 was already on the scene and Window 3.0 would follow not long after. Mac people were already considered outsiders in a DOS/Windows world.
Luckily, Borland released a version of Turbo Pascal for the Mac, so I didn’t have to do *all* of my CS homework in the labs. After I got a decent terminal program, I could log into the VAX or Unix boxes for most of my programming work. Eventually, I got to administrate the NeXT Cube and Mac IIfx machines in the media lab.
CD-ROMs, color scanners, color thermal printers and slide printers… Those were fun days.
Incredibly, I have no recollection of ever seeing that ad until six or seven years ago. Maybe coz I am in Oz.
But anyway, I was 21 and had already been impressed with the Lisa’s GUI. I owned an MSX based computer that also ran CP/M. All very command line. But until Lisa, I didn’t know any better. But of course, Lisa lacked something - besides affordability. It lacked personality.
The Mac though had it in spades. The advertising and reviews I did see for the Mac left me smitten.
Remember the movie “Electric Dreams”? Every nerd or geeks’ dream - a computer with personality. The Mac gave that dream a glimmer of reality.
It’s ironic that IBM-compatible computers came to be known as “personal computers” because it was in fact the Mac that made computers truly “personal”.
(Maybe we should start a “Take back the name” campaign.)
Yes, I was but a wee laddie when the Mac was introduced… I agree with you Chris… It was the Mac that made computers truly personal. I’d be right beside you in a “Take back the name” campaign! :-D
Incredibly, I have no recollection of ever seeing that ad until six or seven years ago.
Chris—that has onlt a little to do with your location. The ad only ran once nationally on network television in the States. It was a highly acclaimed ad, but was never replayed after the Super Bowl that year. Check out the wikipedia entry on “1984”... so even if you had been here, you may not have seen it.
In any event, your comment struck a memory. I did watch the Super Bowl that year (with the Oakland Raiders stomping my poor Washington Redskins) but only vaguely remember seeing the ad… and sometimes I wonder if that’s not my mind “filling in the gaps” of that year with subsequent viewings on the internet years later.
While the ad had a huge impact withing the advertising industry, if you blinked, it was easy to miss.