I used to devote hours to feverishly writing up my annual Super Bowl ad review. And then, one day, the thrill was gone.
Between the lack of surprise (so many spots are released early now) and the general mediocrity, it became more chore than fun.
That said, I refuse to lose my Big Game spirit. So — how about a little story from Apple’s Super Bowl past?
What follows is the tale of HAL: Apple’s 1999 Super Bowl commercial starring the malevolent computer from Stanley Kubrick’s 2001: A Space Odyssey.
HAL became Apple’s first Super Bowl appearance since 1985, when the ill-conceived Lemmings commercial ran. That, as you know, was the follow-up to the previous year’s amazing 1984 commercial — arguably the greatest commercial of all time.
Read on if you’re interested in learning how ads were often born in Steve Jobs’s Apple. The process was not at all like what you find in most big companies today (including Apple). Continue reading →