My Most Immortal Ad: Martina Poulopati
In the run-up to this year’s Immortal Awards, LBB’s jurors will each select an ad that they believe deserves the title of Immortal. Martina Poulopati, global brand communications lead of Essity, is next up in the series with what is regarded as one of the best ads of all time…
Apple ‘1984’ (Chiat/Day New York, Dir: Ridley Scott, 1984)
Says Poulopati: “There was a time in my career when everything suddenly turned dark. I had spent the better part of the last year working a campaign that was almost pulled off the air before even having the chance to launch.
“When the situation sank in, I thought, this is it. All this work will go to waste. What I thought was brilliant, was judged offensive, confusing at best and disgusting at worst.
“In the midst of all this, Essity president Georg Schmundt-Thomas, sat me down and shared the inside story of Apple’s notorious 1984 ad. How the Board of Directors hated it. How Chiat\Day almost got fired for it. How difficult it was to launch. And then how it became a cultural event, an undeniable success. And an inspiration of bravery for years to come. It was a reminder that, sometimes, the greatest work you will ever do, will also be the hardest. And not everyone will be on your side.
“This ad and this story will always stay with me. Its creative bravery and the resilience of everyone who believed in it, is what makes it truly immortal.”
Martina Poulopati will be judging this year’s Immortal Awards. Entries are now open to all Little Black Book members, so head over to the submissions page to submit your best work. If you aren’t a member of Little Black Book yet, contact Lynchy at michael@campaignbrief.com.
5 Comments
It’s true that some of the best work is the stuff that is resisted the hardest by the client. Not to pat myself on the back (oh alright, big pats), but one of my most successful campaigns was resisted actively for 6 months by a conservative multinational client who tried to kill it by throwing every type of research at it. What the research told them was that people liked the ad, and got the message. It exceeded all previous likability and comprehension scores for an advertising concept. Eventually the client approved the ad through gritted teeth. It went on to be so successful it was exported to 22 countries worldwide, became an important ‘brand property’ and ran for over 20 years. I was paid a morning’s wage for the idea (Bitter? Me? Never.)
Don’t break your neck as you pat yourself on the back so hard.
I wish it was that easy today.
I didn’t even know she’d done this ad.
1984 along with Crazy Ones and the original iPod launch are three of my all-time favourites.
Just to have made one, or even been in the room when they were conceived, would’ve been a privilege.