On January 22, 1984 during the third quarter of the SuperBowl, Apple broadcast one of the most famous television commercials of all time. Based on a dystopian future George Orwell described in his novel 1984, the ad features a procession of soulless drones trudging into a large room to listen to the unquestioned words of their dictator whose face is being projected on a large screen. Moments later, a beautiful woman bounds into the room, evading capture by armed guards by only a few meters, and hurls a large hammer into the screen that explodes in a dazzling display of light. And so we were introduced to the Macintosh, Apple’s new weapon to take on the monolithic IBM.
What a difference 25 years can make. Now Apple has grown from underdog to a tyrant in its own right, preventing other devices from tapping into its iTunes software and restricting what users can install on the iPhones that they’ve purchased. And doubleTwist, which makes software that lets you use iTunes seamlessly with other devices, is calling it out in spectacular fashion. They’ve just unveiled their new commercial (embedded below) that’s nearly a shot-for-shot remake, featuring an army of iPod-wearing clones sitting in silence as their master — sporting Steve Jobs’ familiar round glasses — commands that “no other choices shall distract from our glory”.
The ad closes with the statement that “on October 6th, doubleTwist brings you Choice”. The company says that a major new release will be coming out that day for Mac users (followed a week later for Windows), but said that the new feature they’re unveiling is a surprise. doubleTwist is also exploring showing the ad in movie theaters before previews begin.
This isn’t DoubleTwist’s first direct attack on Apple. In June, the company pulled an incredibly gutsy move and legally purchased ad space for one side of San Francisco’s flagship Apple Store that invited passersby to “try The Cure for iPhone Envy”, that could put your iTunes library on any device. Apple pulled strings and had the ad quickly taken down. Soon after doubleTwist managed to have it put up once again, only to have Apple pressure the advertising company to have it removed for a second time. Talk about Big Brother.
You can find the original Apple ad here