蘋果關鍵廣告《1984》(曾在1984年超級盃期間播放，之後再未播放。)的編劇Steve Hayden (史蒂夫海登)逝世，享年78歲

 Mr. Hayden was a copywriter for Chiat/Day when, as he recalled, Steve Jobs, Apple’s co-founder and chairman, told the agency in 1983 that he wanted a commercial for the Macintosh that would “stop the world in its tracks.” The creative team brainstormed about a theme surrounding “Nineteen Eighty-Four,” George Orwell’s 1949 novel depicting a future in which a totalitarian regime led by a man known as Big Brother suppresses critical thought. The ad was widely viewed as an implicit attack against IBM, Apple’s rival.

海登回憶說，1983年，蘋果聯合創始人兼董事長史蒂夫·賈伯斯曾告訴該公司，他想為Macintosh電腦製作一個「讓世界停下腳步」的廣告。當時，海登還在為Chiat/Day公司擔任文案。創意團隊圍繞著喬治·奧威爾1949年創作的小說《一九八四》構思了一個主題，該小說描繪了一個由「老大哥」領導的極權主義政權壓制批判性思想的未來。這則廣告被廣泛視為對蘋果競爭對手IBM的含蓄攻擊。

The hammer-throwing woman in “1984” was, Mr. Hayden said, “the savior who says, ‘The world could be different than this.’”Credit...Apple

蘋果關鍵廣告《1984》的編劇史蒂夫海登逝世，享年78歲

這則麥金塔電腦廣告——僅在超級盃期間播出過一次——被認為是有史以來最令人難忘的廣告之一。

廣告劇照：大螢幕上，一位男士的臉部特寫，一群人站著觀看。

蘋果Macintosh電腦「1984」廣告劇照，曾在1984年超級盃期間播放，之後再未播放。版權：蘋果

Richard Sandomir

作者：Richard Sandomir

發佈於2025年9月4日

史蒂夫海登是一位屢獲殊榮的廣告撰稿人兼高階主管，他參與創作了1984年那支震撼人心的電視廣告，將蘋果新款Macintosh個人電腦定位為創作自由的武器。他於8月27日在紐約州長島帕喬格去世，享年78歲。

Steve Hayden, Writer Behind Apple’s Pivotal ‘1984’ Commercial, Dies at 78

The ad for the Macintosh computer — which ran just once, during the Super Bowl — is considered one of the most memorable commercials ever made.

Listen to this article · 8:28 min Learn more

A still from the “1984” commercial for Apple’s Macintosh computer, shown during the 1984 Super Bowl and never again.Credit...Apple

By Richard Sandomir

Published Sept. 4, 2025Updated Sept. 5, 2025, 12:09 a.m. ET

Steve Hayden, an award-winning advertising writer and executive who helped create the thunderclap of a television commercial in 1984 that positioned Apple’s new Macintosh personal computer as a weapon for creative freedom, died on Aug. 27 in Patchogue, N.Y., on Long Island. He was 78.