This is a very interesting commercial. It is clearly arguing against the "1984" scare by implying that the Apple computers will prevent government oppression. So what is Apple's solution to prevent big brother from controlling everything? The commercial seems to suggest that the Macintosh computer will be the civilians freedom, the ticket to accessing all the information in the world. Apple definitely seems to have come through on their promise. Today Apple customers can access information via Mac Desktops, MacBooks (I'm typing on a Macbook), iphones, ipads, etc. But have we been liberated, or has Apple fallen victim of what Huxley predicted in "Brave New World?" In other words, has Apple contradicted its 1984 message by drowning consumers in information and content?
I see this commercial as an advertisement encouraging individuality. The book by Orwell is about the government trying to suppress this quality in people. To me, it's kind of saying that getting this computer will allow you to be unique; it will provide the opportunity to embrace the uniqueness in yourself.
The fact that a corporation is attempting to market a product based on "individuality" is completely hilarious. Apple still does this today, as evidenced by the hoards of consumers that manage to feel some level of superiority by purchasing their products. I'm also surprised that the girl wearing the "Hooters" outfit was able to shot-put a sledgehammer so accurately.
This was creative and a smart idea to play on the 1984 "fears"if you will. I can see why it won awards and it also seems a little intimidating? I feel as if it's almost saying - technology won't be like 1984- it will be better..