Ridley Scott Remembers Collaborating with 200 Skinheads for His Iconic Apple Super Bowl Commercial

Ridley Scott’s Vision Behind Apple’s Iconic “1984”Commercial

Renowned director Ridley Scott reflects on the controversial casting choice for Apple’s groundbreaking “1984”Macintosh Super Bowl advertisement. Fresh from the success of his dystopian film, Blade Runner, Scott’s direction of this commercial marked a pivotal moment in advertising history. Debuting during Super Bowl XVIII, the ad introduced the revolutionary Macintosh personal computer against the backdrop of George Orwell’s Nineteen Eighty-Four, encapsulating a fight against a conformist, oppressive society. The narrative unfolds in a grim setting where a group of bald, uniformed figures watches a Big Brother-like figure, until an audacious runner, clad in a white tank top sporting the new Macintosh, shatters the oppressive façade with a sledgehammer.

Behind the Scenes: Recruiting Real Skinheads for the Shoot

In a recent interview with GQ, Scott shared revealing insights into his choice to hire 200 real skinheads as extras. Seeking an intense visual contrast to highlight athlete Anya Major’s vibrant character, Scott opted for the readily available, shaven-headed skinheads instead of incurring the higher costs of shaving women’s heads. He recounted how he made the offer appealing by providing meals for the extras while orchestrating their reactions to the climactic destruction of the oppressive screen:

Well, [Anya Major] was a great looking athlete, why not? Jesus Christ, she was good.

I like that we invented the hammer – like the hammer and sickle and all that stuff – so we’re underscoring the possibility of oppression from there. So the guy on screen, we shot him in that morning, ranting… And she destroyed this oppression.

And I had 200 skinheads there because I couldn’t afford to shave a woman’s head. So, I told the skinheads, I said, “Listen, you get breakfast, lunch, and dinner. I’m going to throw this thing at the screen. I’m going to then blow you, cover [you] with talcum powder, and I want you all to go, ‘Ohhh.’”And they did. [Laughs].

Exploring the Duality in Scott’s Casting Decision

Layers of Meaning in Apple’s Dystopian Narrative

Scott’s choice to incorporate skinheads into the ad introduces a complex layer of irony, challenging its underlying themes of freedom and self-empowerment. The advertisement paints the Macintosh as a revolutionary apparatus, one that grants computing power to individuals historically oppressed by corporate giants. However, the decision to feature skinheads—often associated with far-right ideologies—creates a tension that complicates the ad’s aspirational message. This juxtaposition raises critical questions about who represents oppression and empowerment in a world increasingly dominated by technology (source: NYT).

As Apple transforms into a global powerhouse and misinformation proliferates on devices that many hold dear, the “1984”commercial retains a disturbing resonance. The narrative echoes Scott’s earlier work in Blade Runner, highlighting the potential dangers inherent in technology. In his GQ interview, Scott expressed his concern over modern technology’s influence:

We’re basically going to be controlled by Nineteen Eighty-Four, by a hierarchy. And I think the hierarchy is this [raises an iPhone]. This is genius, and a f**king disaster. Get your kid to go climb a tree and leave this at home, alright?

Reflections on the Legacy of Scott’s “1984”

The intriguing decision to cast skinheads in Apple’s “1984”ad further deepens its legacy as a symbol of cultural resistance and irony. While initially a cost-effective strategy, this choice inadvertently entangled a controversial subculture within a narrative about liberation and creativity. As a result, the ad has transcended its commercial purpose, evolving into a poignant commentary on societal dynamics involving oppression, technology, and individuality.

Decades later, this iconic commercial continues to resonate, reminding audiences that the boundaries between artistic vision and societal realities are often blurred, resulting in a richer, more complicated narrative than initially intended.

Source: GQ/YouTube

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