It looked like something out of a Sci-Fi movie. A single file line of men, in a trance-like state, dressed in what appears to be gray clothing, marching in lockstep towards a projector. On this projector, is a visual of a man, announcing the beginning of a new, pure information age.
“We have created, for the first time in all history, a garden of pure ideology — where each worker may bloom, secure from the pests purveying contradictory truths”, says the man on the screen.
A woman is seen running down the aisle. A group of men can be seen running behind her. They look like they are preparing for a cell extraction that even Lockup would envy. In her possession, is a sledge hammer. Just as the man on the screen finishes his speech, she launches the sledge hammer into the screen, obliterating it, sending virtual debris into the crowd, apparently freezing the men as they sit, staring. The point of this bizarre spectacle? To market Apple’s Macintosh computer.
In 1984, during Super Bowl XVIII, (YES, during the Super Bowl), the legend of Steve Jobs began. Described as a visionary, a pioneer, the stuff societal icons are made of, Jobs “thought differently.” This 60 seconds of relatively grand production for a commercial, could be describe as over the top but he didn’t care. He even went against the advice of his own board members who didn’t want the ad to be ran.
It changed the game. It stole the show. You probably don’t even remember the Washington Redskins getting blown out that night by the Los Angeles Raiders, 38-9. That’s Apple, that was Steve Jobs.
More than 20 years later, Apple still finds a way to put sports and technology together. For instance, the 2007 commercial featuring Yao Ming, then a member of the NBA’s Houston Rockets. Ming and Verne Troyer, the actor who plays Mini-Me in the Austin Power series, helped the technology conglomerate market the new MacBook Pro.
Or maybe you remember the ad featuring the Williams Sisters. You know, the one where Venus and Serena are playing table tennis against the unseen narrator who brings to light the usefulness of the “Do Not Disturb” function on the iPhone that mutes incoming calls, text messages, and other notifications because playing the sisters is like a dream he doesn’t want to be interrupted during.
Athletes are special on and off their respective playing platforms. Think of Miami Heat’s LeBron James and his partnership with Samsung. Before that, think of his work with State Farm. Now, Los Angeles Clipper Chris Paul has taken James’ place. Together, Paul and State Farm have put together something very special, even introducing Paul’s lost, twin brother “Cliff”.
Think of State Farm and Aaron Rodgers and the discount double check. Athletes have an appeal that is undeniable. Athletes provide star power to starless brands. Athletes make things that aren’t cool look cool. Athletes represent fun for companies devoid of fun. This is why they are one of the most powerful group of marketers in the world.
Apple thought differently, using professional athletes to grow their brand. Look how it turned for them. It could work for others too, like the multinational corporation Panasonic. The electronics company would be perfect for a collaboration with an athlete, offering influence and a sense of credibility. They would be able to push the benefits of their televisions – a product they were the fourth-largest producer of in 2012 – as increasingly more fans prefer the experience of watching games at home in HD rather than at the stadium in person.
Samsung could also capitalize off the success of their Galaxy S4 phone and the most recent success of their partner LeBron James, winning his second consecutive NBA Finals and NBA Finals MVP this past summer. Fans could potentially benefit too with an example of this being Samsung users who received early access to Magna Carta Holy Grail, rap superstar Jay-Z’s latest studio album.
Although athletes help all companies sell their product, their potential in the marketing of tech companies is great. Going forward, I expect to see more companies enlist the help of a likable NBA power forward or a young exciting NFL quarterback. With technology playing a bigger role in sports today, it’s only right. Who would’ve thought Steve Jobs would be able to see into the future way back in 1984.