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Welcome to the
80's Greatest Hits,
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a decade that's
celebrated appearance,
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projecting an image
and selling yourself.
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ROB We're counting
down ten classic commercials
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00:00:23,399 --> 00:00:25,968
from one classic decade.
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I want my MTV.
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ROB When we
weren't being sold products,
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we were being sold ourselves.
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The commercials of the
80s psychologically connected
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with the audience.
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ROB With images
that defined the decade for
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better and for worse.
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You wanna know
what becomes between me and my Calvins?
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Talk about a
sexual innuendo.
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ROB TV
commercials sold us the 80s.
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Hey, where's the beef?
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ROB And, we still
buy into their messages today.
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"Just Do It."
What a great phrase.
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ROB But, which
one was the best of the best?
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So, where do we start?
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How about our fast
talking number ten?
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Okay, you understand I need to be
in New York on Monday,
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LA on Tuesday,
New York on Wednesday,
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LA on Thursday,
New York on Friday. Got it.
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WOMAN Got it.
Got it.
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I taught myself when I was 12
how to do the fast talking.
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Pretty much, told to
shut up for 15 years.
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John Moschitta's
motormouth was tailor made for
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a decade consumed
with a need for speed,
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and it was American big
business that led the race.
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You had the fax
machine coming into offices.
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You had computers coming into
offices for the first time,
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and so, the pace of
business was accelerating.
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Ex-Vietnam military pilot,
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Fred Smith, takes the hint,
and sets up a fast airborne
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delivery service.
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But, speed comes
at a cost, and,
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in this case, at a loss.
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In the first
couple of years of operation,
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we lost a total
of $29 million.
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With his
business on the line,
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Fred Smith needs to
get his point across.
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You snooze, you lose.
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Enter, John Moschitta, who's
record breaking motormouth
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delivers a major wake up call.
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Get set...
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Talk.
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Friend, either you're
closing your eyes to a situation
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you do not
wish to acknowledge.
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Or you are not aware of the
caliber of disaster indicated
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By the presence of a pool table
in your community
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One fine night they leave the pool hall,
heading for the dance at the armory,
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libertine men and scarlet women and
rag-time shameless music
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that'll grab your son, your daughter,
with the arms of a jungle animal instinct.
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Mass-staria. Friends, the idle brain
is the devil's playground. Trouble.
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Within four days of that show airing
I was booked on every major talk show.
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To harness John's talent,
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FedEx's ad agency hires
superstar commercial director,
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Joe Sedelmaier, a star
director who's used to
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doing things his way.
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that's good.
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He was not all
that anxious to work with me,
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and they were, kind of,
making him do it,
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and the original concept for
the commercial only had me
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saying stuff like, "Thanks
for taking this meeting",
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and so, I thought, well, this
is not gonna be very funny,
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and I got there and I said,
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"You know, I was
thinking about it.
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I'd like to talk to
you about the script",
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and, all of a sudden,
you could hear,
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like, a pin drop,
and he said,
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"Oh, really, what would
you like to say?"
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And so I said, "I thought I
should say something like,
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oh, wonderful,
wonderful wonderful..."
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And, in conclusion, Jim, Bill,
Bob, Col, Fred, Abel and Ted...
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"Business is business.
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In order to get something done,
we've gotta do something..."
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In order to do something,
we've gotta get to work.
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"So, let's get to work.
Thanks for taking this meeting."
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And, he looked at me and says,
"You know, I think that will work better."
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Got it.
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The theme of the
commercial was what FedEx did.
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It was fast.
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Can you
wait 15 seconds?
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I'll wait 15 seconds.
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It was comedy that we
hadn't seen before, you know?
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Congratulations on your deal in Denver, Dave.
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I'm putting you down
to deal with Dallas.
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Dawn, do we have a deal?
It's a deal. We have a deal.
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I've gotta go.
I've got a call coming in."
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Like, this guys
is really doing that.
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Like, it's not
some special effects.
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It was
actually a stroke of genius.
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Dawn, I'm putting
you down to deal with Dick.
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Dick, what's the deal with the
deal? Are we dealing?
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And, in school, people
would try to imitate him and
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talk real fast, and sprain
their tongue in the process.
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You did a bang up job.
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I'm putting you in
charge of Pittsburgh.
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I know it's perfect, Peter,
what's why I picked Pittsburgh.
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Pittsburgh is perfect.
Peter, may I call you Pete?
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Call me Pete.
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FedEx's ad
is a huge success,
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and makes them a metaphor
for the high speed of 80s business.
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Congratulations.
Welcome aboard.
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And, that FedEx guy?
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He becomes an
enduring 80's star.
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Yeah, didn't you
do an interview with that
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fast-talking FedEx guy?
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Yeah, I ended up
dating him for three months.
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That's a
beautiful shade of lipstick.
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I bet you enjoy the
music of Men at Work.
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You're incredibly foxy, take off
your shirt, take off your pants.
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Wow, what a body.
That feels good.
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I'll give you a call.
You'd better get tested.
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So, how did
we make our charts?
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ROB We recruited
a panel of experts who ranked
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our top ten commercials
based on their wow factor...
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their importance of time,
and their impact today.
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Our panel's number nine,
a product that revolves around
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hair, but, no, it's not
the beloved 80s mullet,
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may it rest in peace.
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In the
70's men went back to nature
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letting it all
hang and grow out,
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but, in the 80s, as business
became slick and cool,
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so too did men's faces.
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And razor company, Gillette,
jump on that clean cut
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bandwagon with a
series of iconic TV spots.
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That Gillette
commercial is like 17 movies.
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First real cinematic,
thematic commercial we'd ever really seen.
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Gillette gambles
$80 million on a full
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Hollywood makeover, making
mini movies celebrating
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clean shaven dudes on the front lines
of a grooming revolution.
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But, no revolution is complete
without its own anthem.
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Oh oh oh Gillette ♪
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The best a man can get ♪
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Oh, Gillette, now ♪
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Oh, the best I say, ♪
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the best the man can get ♪
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For all a man can be ♪
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The jingle was
absolutely irresistible.
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Fun to sing
along with Gillette.
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Gillette ♪
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MAN The
best a man can get.
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♪ The best a man can get ♪
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The best a man can get,
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it was, essentially,
a love song to men.
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It was written by a
proper singer songwriter, Jake Holmes.
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He actually wrote
for Frank Sinatra.
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He also wrote
"Dazed and Confused",
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which was later made
popular by Led Zeppelin.
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That was the
heyday of the epic jingle.
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MAN Gillette is
changing the face of shaving.
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Gillette's gamble
helps make clean shaven the
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look of the late 80's
male, whatever their age.
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I'm in good shape.
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They definitely put full throttle,
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the whole idea of
men looking good,
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and you need to take care
of yourself to look good.
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At number eight, this
80's commercial was so genius
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that, in the 90's, we made a
parody of it in Wayne's World.
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Pardon me.
Do you have any Grey Poupon?
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Young, urban
professional or yuppie.
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Now, that wasn't an
80's catchphrase.
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For many, that
was an assignment,
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with homework that could be found
inside this tiny glass jar.
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Like, first of
all, what is Grey Poupon?
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Grey Poupon
was an unknown product.
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Looking to make
inroads into the US market,
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Grey Poupon cast their eye on
the growing yuppie trend for
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culinary sophistication.
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00:08:01,924 --> 00:08:04,493
The trouble is,
for most people,
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00:08:04,560 --> 00:08:07,830
mustard still means hot
dogs on street corners.
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Grey Poupon need ad
man, Stephan Kaplan,
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to come up with a commercial
that can sell old world class
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to a new mass market.
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It was myself
and my writing partner,
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Larry Elegant, sitting
around with the jar of mustard between us,
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and the first
thing that Larry said was,
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"What can we do
with a Rolls Royce?"
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Thought we might have
a picnic tomorrow, Susan.
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I remember a
scene in Citizen Kane,
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and their idea of a picnic was
to have these amazingly rich
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cars follow each other
out to the picnic area.
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That triggered a
thought in my mind that to,
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literally, have another Rolls
pull up and ask for a jar of
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Grey Poupon as if they were
asking for a cup of sugar.
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Pardon me?
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00:08:51,840 --> 00:08:53,208
Would you have
any Grey Poupon?
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00:08:53,275 --> 00:08:54,376
But, of course.
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00:08:54,443 --> 00:08:56,679
MAN Grey Poupon.
It even has wine.
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00:08:58,280 --> 00:09:00,950
Stephen Kaplan
knew he was taking a big risk.
193
00:09:01,016 --> 00:09:04,286
If he got it wrong, he could
alienate both ends of the
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00:09:04,353 --> 00:09:06,755
market simultaneously.
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00:09:06,822 --> 00:09:09,525
But Stephen managed to bowl
right down the proverbial
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00:09:09,592 --> 00:09:14,196
middle lane by serving up
two of the key 80's ad
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00:09:14,263 --> 00:09:17,266
food groups,
aspiration and humor.
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00:09:18,367 --> 00:09:20,869
Personal refinement and accomplishment,
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00:09:20,936 --> 00:09:23,572
for the price of
a jar of mustard.
200
00:09:23,639 --> 00:09:27,810
It elevated a condiment to
something that was indicative
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00:09:27,876 --> 00:09:30,512
of your status in life.
202
00:09:30,579 --> 00:09:33,349
They elevated it but it didn't take
itself too seriously.
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00:09:34,984 --> 00:09:37,119
It's just something that
you instantly remember the
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00:09:37,186 --> 00:09:40,055
minute you say, "Grey Poupon",
you think of those two men in
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00:09:40,122 --> 00:09:42,992
the car passing that.
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00:09:43,826 --> 00:09:45,728
It was like the Downton
Abbey of 80's commercials.
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00:09:45,794 --> 00:09:48,831
It then became something that
you would say to the point
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00:09:48,897 --> 00:09:51,834
that you would annoy everyone
if you wanted mustard or
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00:09:51,900 --> 00:09:53,035
any kind of condiment.
210
00:09:53,102 --> 00:09:54,903
"Do you have any Grey Poupon?"
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00:09:55,237 --> 00:09:57,306
When the ad
is tested in Seattle,
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00:09:57,373 --> 00:10:00,576
sales increase by 100%.
213
00:10:00,643 --> 00:10:03,746
Somehow, they managed to
capture the 80's lightning of
214
00:10:03,812 --> 00:10:06,849
class into a tiny jar.
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00:10:06,915 --> 00:10:11,687
I was, like, if I eat
that, that'll make me rich.
216
00:10:12,888 --> 00:10:15,491
I bugged my mother
to buy Grey Poupon for us,
217
00:10:15,557 --> 00:10:18,027
and it was
considered sophisticated.
218
00:10:18,093 --> 00:10:21,096
My mother fiercely
led our family from
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00:10:21,163 --> 00:10:23,332
working class to
lower middle class.
220
00:10:23,399 --> 00:10:27,302
That was her mission, and
all I had to do was say,
221
00:10:27,369 --> 00:10:29,638
"Rich people eat
that mustard, Mamma",
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00:10:29,705 --> 00:10:30,706
it was on the list.
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00:10:33,976 --> 00:10:36,211
Soon, many
mammas put their wallets where
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00:10:36,278 --> 00:10:39,848
their son's mouths were, which
helped lock Grey Poupon down
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00:10:39,915 --> 00:10:41,617
as our number eight.
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00:10:41,684 --> 00:10:44,119
But, seven more
commercials are in bound.
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00:10:44,186 --> 00:10:47,623
For instance, a dog
in a sex scandal.
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00:10:47,690 --> 00:10:49,458
Really?
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00:10:54,863 --> 00:10:57,066
Now, there are bad
business decisions and there
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00:10:57,132 --> 00:11:01,503
are ba-ad business decisions.
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00:11:01,570 --> 00:11:07,743
New Coke was terrible, but it was a great
opportunity for an iconic 80s character,
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00:11:07,810 --> 00:11:11,547
a fusion of special effects
and an out of work actor.
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00:11:11,613 --> 00:11:14,016
Our number seven.
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00:11:18,053 --> 00:11:20,456
The 80s was marked
by growing tensions between
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00:11:20,522 --> 00:11:25,194
two superpowers, both dedicated to each
other's obliteration.
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00:11:26,895 --> 00:11:29,531
What is heating up is
the cola war between Coke and
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00:11:29,598 --> 00:11:32,601
Pepsi for dominance of
the soft drink business.
238
00:11:32,668 --> 00:11:33,736
The cola wars.
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00:11:33,802 --> 00:11:36,271
I mean, there was
no way around it.
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00:11:36,338 --> 00:11:37,840
That was a big deal.
241
00:11:37,906 --> 00:11:40,342
Who cares about the
Berlin Wall falling down?
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00:11:40,409 --> 00:11:43,312
It's about Coke versus Pepsi.
243
00:11:44,313 --> 00:11:46,648
The two cola giants
are in a bitter fight for
244
00:11:46,715 --> 00:11:48,550
America's taste buds.
245
00:11:48,617 --> 00:11:51,887
After blind taste tests
indicate that 80s cola fans
246
00:11:51,954 --> 00:11:54,423
increasingly prefer sweeter drinks,
247
00:11:54,490 --> 00:11:57,493
Coca Cola goes for
the nuclear option.
248
00:11:57,559 --> 00:12:01,363
They change Coke's revered
recipe to be more like Pepsi's
249
00:12:01,430 --> 00:12:03,031
sweeter flavor.
250
00:12:03,098 --> 00:12:06,702
They call it, New Coke, and
match the theme by enlisting
251
00:12:06,769 --> 00:12:09,772
a revolutionary flag
bearer for the brand.
252
00:12:10,172 --> 00:12:13,742
Max, Max
Cornelius Headroom here,
253
00:12:13,809 --> 00:12:16,111
and I'm looking
for some atmosphere.
254
00:12:16,912 --> 00:12:21,383
Max Headroom was a huge
star in the 80s, like, a star.
255
00:12:21,450 --> 00:12:24,820
I was
obsessed with Max Headroom.
256
00:12:24,887 --> 00:12:28,123
-- M,M,M,
- M,
- Max,
-- H,H,
- Headroom,
- Headroom.
257
00:12:28,190 --> 00:12:29,958
Max.
Max Headroom.
258
00:12:31,193 --> 00:12:34,029
Max first
materializes in a cyber punk
259
00:12:34,096 --> 00:12:36,932
TV film made for
British television.
260
00:12:36,999 --> 00:12:40,135
Then, he gets his
own spinoff TV series.
261
00:12:40,202 --> 00:12:41,937
I was created
because there was a gap in the
262
00:12:42,004 --> 00:12:43,272
entertainment market for something,
263
00:12:43,338 --> 00:12:45,908
I suppose you
could call, swagger.
264
00:12:45,974 --> 00:12:48,577
Cinemax runs
Max's shows in America,
265
00:12:48,644 --> 00:12:51,914
and he quickly gains cult
status as the smart talking
266
00:12:51,980 --> 00:12:55,217
computer generated
face of the future.
267
00:12:55,284 --> 00:12:57,953
So, I guess,
Coke figured,
268
00:12:58,020 --> 00:13:00,355
if anybody could sell
new Coke to the public,
269
00:13:00,422 --> 00:13:02,224
it could be Max Headroom.
270
00:13:02,291 --> 00:13:03,592
The network
where two's coming in,
271
00:13:03,659 --> 00:13:05,060
three's an audience.
272
00:13:05,127 --> 00:13:06,962
Coke believed that
they've backed a winner in
273
00:13:07,029 --> 00:13:08,831
attracting the youth market.
274
00:13:08,897 --> 00:13:11,166
They double down by
hiring Ridley Scott,
275
00:13:11,233 --> 00:13:14,169
an A list director whose
movie, Blade Runner,
276
00:13:14,236 --> 00:13:17,973
gave a starring role
to artificial humans called replicants.
277
00:13:19,374 --> 00:13:20,776
Mr Deckard,
Dr Eldon Tyrell.
278
00:13:20,843 --> 00:13:22,644
I don't
get it, Tyrell.
279
00:13:22,711 --> 00:13:25,948
Commerce is our
goal, here at Tyrell.
280
00:13:26,014 --> 00:13:28,450
More human than
human is our motto.
281
00:13:28,817 --> 00:13:30,085
- M,M,
- M,
- Max Headroom.
282
00:13:30,152 --> 00:13:31,186
Hi.
283
00:13:31,253 --> 00:13:32,154
Hi.
284
00:13:32,221 --> 00:13:33,188
Ah, our new...
285
00:13:33,255 --> 00:13:34,923
But, Ridley
soon discovers that
286
00:13:34,990 --> 00:13:38,327
there's more to the
mighty Max than meets the eye.
287
00:13:38,393 --> 00:13:40,329
OK.
It's great.
288
00:13:40,395 --> 00:13:41,897
He seemed to
be a bio mechanoid.
289
00:13:41,964 --> 00:13:44,533
I said, "I think
it's extraordinary.
290
00:13:44,600 --> 00:13:47,269
Who is this man, machine?"
291
00:13:47,336 --> 00:13:49,171
He said, "Well,
actually, he's just outside."
292
00:13:49,238 --> 00:13:51,640
So, they brought him
in and there he was.
293
00:13:52,274 --> 00:13:56,578
Like Ridley,
most people assumed Max was a
294
00:13:56,645 --> 00:13:58,714
computer generated replicant.
295
00:13:58,780 --> 00:14:02,718
But, in fact, he was brought
to life by actor, Matt Frewer.
296
00:14:03,151 --> 00:14:04,887
I would say
Max is charming.
297
00:14:04,953 --> 00:14:05,787
He's goofy.
298
00:14:05,854 --> 00:14:07,589
He's very slick,
very good at his job.
299
00:14:07,656 --> 00:14:09,625
He stutters a lot
when he gets fussed.
300
00:14:09,691 --> 00:14:11,159
Live and live and direct.
301
00:14:11,226 --> 00:14:13,562
On the whole, I
would say he's a fairly
302
00:14:13,629 --> 00:14:15,831
disconcerting prospect.
303
00:14:15,898 --> 00:14:17,633
Adding to
the disconcerting vibe,
304
00:14:17,699 --> 00:14:22,704
is Max's unusual face, now enhanced
by old school cosmetics.
305
00:14:23,105 --> 00:14:25,374
There's a lot of prosthetics rubber
makeup involved.
306
00:14:25,440 --> 00:14:28,277
It's a very
grueling make up session.
307
00:14:28,343 --> 00:14:31,246
This is a
piece of Max Headroom.
308
00:14:31,313 --> 00:14:35,284
It's just foam latex,
not silicone like they use these days.
309
00:14:35,350 --> 00:14:39,321
It would have fitted
on something like this.
310
00:14:40,956 --> 00:14:43,292
I was getting people
ringing me up saying,
311
00:14:43,358 --> 00:14:44,993
"You're gonna be out of
business soon because look at
312
00:14:45,060 --> 00:14:46,995
these computer graphics
that we've..."
313
00:14:47,996 --> 00:14:49,731
T, T, tune
into Network 23.
314
00:14:49,798 --> 00:14:51,400
But, actually,
he could do that stuff.
315
00:14:51,466 --> 00:14:54,236
He could sit here and computer
generate like it was a,
316
00:14:54,303 --> 00:14:56,071
he could act it out.
317
00:14:56,138 --> 00:14:57,773
It looked, in the studio,
318
00:14:57,839 --> 00:15:00,842
like he was in a different
dimension to ourselves.
319
00:15:00,909 --> 00:15:02,611
It looked like something else.
320
00:15:02,678 --> 00:15:05,047
I like him.
Join the club.
321
00:15:05,647 --> 00:15:07,115
Here's
where the good news,
322
00:15:07,182 --> 00:15:09,685
bad news part of the
Coke wars comes in.
323
00:15:09,751 --> 00:15:10,919
Good news.
324
00:15:10,986 --> 00:15:14,923
In market testing 76% of
American youth can identify
325
00:15:14,990 --> 00:15:17,025
Max from the commercial.
326
00:15:17,092 --> 00:15:18,827
But, bad news.
327
00:15:18,894 --> 00:15:23,498
That same 76% don't like
the new sweeter flavor.
328
00:15:23,565 --> 00:15:25,434
I hate the new coke.
329
00:15:25,500 --> 00:15:27,836
New Coke was
a colossal mistake.
330
00:15:30,572 --> 00:15:34,743
It is taught in business
schools to this day as
331
00:15:34,810 --> 00:15:37,713
the way to introduce a flop.
332
00:15:38,947 --> 00:15:41,216
Coke retires Max in 1988,
333
00:15:41,283 --> 00:15:43,352
and his alter ego,
Matt Frewer,
334
00:15:43,418 --> 00:15:47,889
trades in his prosthetics for
the quieter life of a character actor.
335
00:15:49,191 --> 00:15:51,026
No.
Catch me now.
336
00:15:51,093 --> 00:15:54,596
I don't have a laptop,
and I actually live out in the woods now.
337
00:15:54,896 --> 00:15:56,298
Thanks to
Max Headroom, who,
338
00:15:56,365 --> 00:15:58,867
basically, told us
all to go digital.
339
00:15:59,401 --> 00:16:01,036
20 years
later, an older,
340
00:16:01,103 --> 00:16:04,406
if not wiser Max
comes out of retirement,
341
00:16:04,473 --> 00:16:07,042
starring in a British spot
promoting the switch from
342
00:16:07,109 --> 00:16:09,378
analog TV to digital.
343
00:16:10,212 --> 00:16:13,782
Max truly remains in
his own head space.
344
00:16:13,849 --> 00:16:15,784
No, not the face.
345
00:16:17,386 --> 00:16:20,622
Some days I kinda miss
the fruity bouquet of New Coke.
346
00:16:20,689 --> 00:16:23,825
But, one beverage which is
very much still around brings
347
00:16:23,892 --> 00:16:26,661
us to our next contender in
the commercials hit parade.
348
00:16:26,728 --> 00:16:30,399
The drink may still be here,
but it's iconic 80s spokesman
349
00:16:30,465 --> 00:16:33,068
has passed into
commercial legend.
350
00:16:36,471 --> 00:16:38,340
Oh Oh Oh ♪ ♪
351
00:16:38,407 --> 00:16:40,909
Look, here he comes.
352
00:16:41,276 --> 00:16:44,312
♪ There's a
super party animal ♪
353
00:16:44,379 --> 00:16:46,181
♪ His name is Spuds Mackenzie ♪
354
00:16:46,248 --> 00:16:47,716
By the late 80s,
young women are drinking more
355
00:16:47,783 --> 00:16:51,420
beer than ever before, and
Budweiser spies the perfect
356
00:16:51,486 --> 00:16:54,656
opportunity to sell their new
light calorie beer to
357
00:16:54,723 --> 00:16:56,992
young people of both genders.
358
00:16:57,059 --> 00:16:58,293
MAN Party animal.
359
00:16:58,360 --> 00:17:00,295
That's
Spuds, he is the party.
360
00:17:00,362 --> 00:17:03,565
As they redefine
the phrase, party animal.
361
00:17:03,632 --> 00:17:06,802
Hey, it's the 80s.
362
00:17:07,702 --> 00:17:09,104
A dog
knows how to party.
363
00:17:09,171 --> 00:17:12,441
I look at a dog and I'm, like, I need to
hang out with that guy.
364
00:17:13,975 --> 00:17:15,744
It looks like an
SNL sketch, and it's not.
365
00:17:15,811 --> 00:17:18,713
Like, it's an actual,
legitimate commercial.
366
00:17:18,780 --> 00:17:20,348
MAN
He's Spuds McKenzie,
367
00:17:20,415 --> 00:17:22,884
one party loving
happening dude.
368
00:17:22,951 --> 00:17:24,119
And,
to turn a cheap,
369
00:17:24,186 --> 00:17:27,222
low cal beer into a symbol
of fun loving 80s youth and
370
00:17:27,289 --> 00:17:31,059
success, they give it an
ironic makeover by borrowing
371
00:17:31,126 --> 00:17:33,929
the very loud
voice of Robin Leach,
372
00:17:33,995 --> 00:17:36,798
the host of Lifestyles
of the Rich and Famous.
373
00:17:36,865 --> 00:17:38,066
MAN
It's just the life.
374
00:17:38,133 --> 00:17:39,801
So, go, Spuds, go.
375
00:17:39,868 --> 00:17:42,003
Spuds gives
motion to the ocean.
376
00:17:42,070 --> 00:17:43,905
Spuds Mackenzie just said,
377
00:17:43,972 --> 00:17:46,741
"We're not taking this
whole thing seriously."
378
00:17:46,808 --> 00:17:50,645
I think it's, like,
a self awareness with a sense of irony.
379
00:17:50,712 --> 00:17:53,482
It goes down a bit
smoother for the consumer.
380
00:17:53,849 --> 00:17:56,551
Within weeks, Spuds
makes the talk show rounds.
381
00:17:57,252 --> 00:17:58,553
You're a major star, Spuds.
382
00:17:58,620 --> 00:17:59,855
You've been around the world.
383
00:18:01,756 --> 00:18:03,391
You've gone everywhere.
384
00:18:03,458 --> 00:18:05,127
What does it all
smell like to you, Spuds?
385
00:18:08,697 --> 00:18:11,133
His canine star was rising,
386
00:18:11,199 --> 00:18:12,968
but then, at the
height of his fame,
387
00:18:13,034 --> 00:18:17,305
he's hit by, yes, a
career near ending scandal.
388
00:18:17,372 --> 00:18:19,808
Say it ain't so, Spuds?
389
00:18:24,613 --> 00:18:27,949
In 1987 Spuds
McKenzie is the high rolling
390
00:18:28,016 --> 00:18:30,318
brand ambassador
for Bud Light,
391
00:18:30,385 --> 00:18:33,221
but, like so many
iconic superstars,
392
00:18:33,288 --> 00:18:36,224
Spuds is discovered
living a double life.
393
00:18:37,092 --> 00:18:38,994
Wait a minute. Hold on.
394
00:18:39,060 --> 00:18:40,495
Wait a minute.
395
00:18:40,562 --> 00:18:41,897
Gender bender.
396
00:18:41,963 --> 00:18:46,201
He was a she, and it turned out that Spuds
was really a girl dog.
397
00:18:47,802 --> 00:18:50,305
Like, you just
told me that Spuds was a girl?
398
00:18:50,372 --> 00:18:53,542
It's like you just told me that we
really didn't land on the moon.
399
00:19:00,582 --> 00:19:03,952
Spuds, AKA Evie,
rides out the scandal,
400
00:19:04,019 --> 00:19:05,687
but that was small potatoes
401
00:19:05,754 --> 00:19:08,623
compared to Spuds'
next fall from grace.
402
00:19:09,491 --> 00:19:11,259
Kids can't
drink, but, guess what?
403
00:19:11,326 --> 00:19:13,128
They love stuffed animals.
404
00:19:13,195 --> 00:19:17,065
To put these toys,
advertising beer on them,
405
00:19:17,132 --> 00:19:19,668
is absolutely against
the public interest.
406
00:19:19,734 --> 00:19:21,636
Marketing may have
gone one step too far where
407
00:19:21,703 --> 00:19:25,540
a nine, ten, 11 year old, was
collecting merchandise for
408
00:19:25,607 --> 00:19:27,475
things related to
beer and cigarettes,
409
00:19:27,542 --> 00:19:30,478
might be a little
too early for that.
410
00:19:31,112 --> 00:19:33,281
Politics and
pressure groups turn a parody
411
00:19:33,348 --> 00:19:35,350
pooch into a scapegoat.
412
00:19:35,417 --> 00:19:38,687
And, by the end of the '80s,
Spuds becomes an early victim
413
00:19:38,753 --> 00:19:41,489
of what we now call,
cancel culture.
414
00:19:41,556 --> 00:19:45,794
He, or she, is put into
the doghouse, permanently.
415
00:19:48,029 --> 00:19:51,233
So, Spud's, Fast
Talking Guy and Max Headroom,
416
00:19:51,299 --> 00:19:54,336
were all memorable characters
who defined the products that
417
00:19:54,402 --> 00:19:55,570
they pitched.
418
00:19:55,637 --> 00:19:58,373
But there's another way
commercials get inside your brain,
419
00:19:58,440 --> 00:20:00,875
and that's
through catchphrase.
420
00:20:00,942 --> 00:20:04,279
Number five features one
that, try as we might,
421
00:20:04,346 --> 00:20:07,616
us '80s survivors
will never forget.
422
00:20:11,720 --> 00:20:12,754
Where's the beef?
423
00:20:12,821 --> 00:20:13,755
Where's the beef?
424
00:20:13,822 --> 00:20:15,957
I remember
saying that slogan.
425
00:20:16,024 --> 00:20:19,394
Where's the beef?
She was a cranky lady.
426
00:20:19,461 --> 00:20:22,097
Now the '80s
were supposed to be all about
427
00:20:22,163 --> 00:20:24,699
living the dream
and living it large,
428
00:20:24,766 --> 00:20:28,470
but in reality, that dream
was mostly a fantasy unless,
429
00:20:28,536 --> 00:20:31,840
of course, your name
was, Clara Peller.
430
00:20:31,906 --> 00:20:33,408
She worked
in a nail salon,
431
00:20:33,475 --> 00:20:35,844
and she was just
one of those faces.
432
00:20:36,278 --> 00:20:38,713
Clara is propelled
to instant celebrity when she
433
00:20:38,780 --> 00:20:42,384
stars in an ad spot for,
Wendy's Bigger Burger.
434
00:20:43,051 --> 00:20:45,920
Wendy's understood
what made Wendy's different.
435
00:20:45,987 --> 00:20:50,659
If you come to Wendy's, you'll
get more beef in your burger.
436
00:20:50,725 --> 00:20:53,028
It certainly
is a big bun.
437
00:20:53,094 --> 00:20:54,696
It's a very big bun.
438
00:20:54,763 --> 00:20:56,231
Big fluffy bun.
439
00:20:56,298 --> 00:20:58,166
They gave her the
competitor's burger and
440
00:20:58,233 --> 00:21:02,804
she said in this unexpectedly
deep, gruff voice.
441
00:21:03,204 --> 00:21:04,606
Where's the beef?
442
00:21:04,673 --> 00:21:06,574
MAN Some hamburger
places give you a lot less beef
443
00:21:06,641 --> 00:21:07,676
and a lot of bun.
444
00:21:07,742 --> 00:21:09,644
Since Clara
was practically deaf,
445
00:21:09,711 --> 00:21:11,579
when it was time for her to
talk they had someone laying
446
00:21:11,646 --> 00:21:13,415
on the floor that
would pull on her leg and,
447
00:21:13,481 --> 00:21:14,949
when they'd pull on
her leg she'd go,
448
00:21:15,016 --> 00:21:16,518
"Where's the beef?"
449
00:21:16,584 --> 00:21:19,854
And three words
and one little old lady conquered America.
450
00:21:19,921 --> 00:21:21,923
Where's
the beef was huge.
451
00:21:21,990 --> 00:21:24,492
I could just remember
going into my Wendy's going,
452
00:21:24,559 --> 00:21:26,494
"Where's that beef?"
453
00:21:27,629 --> 00:21:30,432
The spot helps the
company take a much bigger bite
454
00:21:30,498 --> 00:21:33,134
from the $15
billion burger business.
455
00:21:33,702 --> 00:21:37,372
Over two years, their
sales increase by a third.
456
00:21:40,342 --> 00:21:42,043
It's become a
universal one liner.
457
00:21:42,110 --> 00:21:44,245
Where's the beef?
458
00:21:45,280 --> 00:21:47,816
And that universal
one-liner is soon weaponized
459
00:21:47,882 --> 00:21:50,652
by wannabe
President, Walter Mondale,
460
00:21:50,719 --> 00:21:54,155
as he faces off with Gary Hart
for the Democratic nomination
461
00:21:54,222 --> 00:21:57,592
in the 1984 race
for the White House.
462
00:21:57,659 --> 00:21:59,027
When I
hear your new ideas,
463
00:21:59,094 --> 00:22:02,163
I'm reminded of that ad,
Where's the beef?
464
00:22:06,501 --> 00:22:08,837
Walter Mondale
ends up using the catchphrase
465
00:22:08,903 --> 00:22:10,505
almost as often as Clara.
466
00:22:10,572 --> 00:22:12,006
Where's the beef?
467
00:22:12,073 --> 00:22:14,743
Where's the beef?
468
00:22:14,809 --> 00:22:17,479
But strangely, the
catchphrase isn't powerful enough
469
00:22:17,545 --> 00:22:19,647
to unseat
the invincible Reagan,
470
00:22:19,714 --> 00:22:22,917
and, when Clara tries
to run out the clock on her
471
00:22:22,984 --> 00:22:26,755
15 minutes of fame, by
endorsing Prego pasta sauce.
472
00:22:26,821 --> 00:22:28,957
I found it.
473
00:22:29,023 --> 00:22:32,560
Wendy's takes their beef out
by cancelling her contract.
474
00:22:32,627 --> 00:22:34,729
But Clara gets the last laugh.
475
00:22:35,196 --> 00:22:36,564
Where's the bags?
476
00:22:36,631 --> 00:22:37,799
Right here, ma'am.
477
00:22:37,866 --> 00:22:40,602
With a host of
cameo roles in movies and TV,
478
00:22:40,668 --> 00:22:42,237
as well as public appearances
479
00:22:42,303 --> 00:22:44,873
with the likes of
New York's mayor.
480
00:22:44,939 --> 00:22:47,108
Clara Peller,
the 4 foot 10,
481
00:22:47,175 --> 00:22:49,210
silver haired little
lady with the big voice,
482
00:22:49,277 --> 00:22:51,780
made a courtesy call on
Major Koch at City Hall.
483
00:22:51,846 --> 00:22:54,949
And pioneers
a by now familiar path,
484
00:22:55,016 --> 00:22:58,653
of cashing in on her celebrity
status until the day she dies.
485
00:22:58,720 --> 00:23:00,889
Where's the beef?
486
00:23:01,556 --> 00:23:03,758
A very memorable
character and a very funny line
487
00:23:03,825 --> 00:23:06,461
it just made it
one of the best ads ever.
488
00:23:09,097 --> 00:23:11,199
Wendy's meaty
"Where's the Beef?" Campaign,
489
00:23:11,266 --> 00:23:13,802
muscles its way to
number five in our charts,
490
00:23:13,868 --> 00:23:15,537
by transcending
from catchphrase,
491
00:23:15,603 --> 00:23:17,672
to part of our language.
492
00:23:18,573 --> 00:23:22,744
But, there were some '80s ads
that many would rather forget entirely..
493
00:23:23,144 --> 00:23:25,747
Do you wanna know
what comes between me and my Calvin's?
494
00:23:31,886 --> 00:23:33,855
The competition
is getting fierce,
495
00:23:33,922 --> 00:23:36,658
as we move into the
top four, but, so far,
496
00:23:36,724 --> 00:23:40,028
we've left out one vital
component of '80s advertising
497
00:23:40,094 --> 00:23:42,230
that has aged very badly.
498
00:23:42,497 --> 00:23:45,467
In short, sex sells.
499
00:23:49,237 --> 00:23:52,507
The '60s may
have introduced the idea of free love,
500
00:23:52,574 --> 00:23:55,510
but the '80s did their
best to cash in on it.
501
00:23:56,077 --> 00:23:58,813
Once we got into the
'80s there was a new awareness
502
00:23:58,880 --> 00:24:01,249
that nothing sells like sex.
503
00:24:01,316 --> 00:24:03,985
And '80s advertisers
went for that sell in ways
504
00:24:04,052 --> 00:24:06,120
that raised eyebrows then,
505
00:24:06,187 --> 00:24:09,357
but would cause
jaws to drop today.
506
00:24:13,495 --> 00:24:16,965
It was just crazy what
was happening in the '80s,
507
00:24:17,031 --> 00:24:20,435
as far as when it comes to
commercials and women and how
508
00:24:20,502 --> 00:24:24,472
they were being sexualized
and objectified so much.
509
00:24:25,473 --> 00:24:27,308
There's stuff happening
ten years ago that wouldn't
510
00:24:27,375 --> 00:24:30,445
fly today but, but
especially in the '80s.
511
00:24:30,812 --> 00:24:32,881
The '80s was this time
when people realized that you
512
00:24:32,947 --> 00:24:35,884
could be provocative and you
could be controversial in a
513
00:24:35,950 --> 00:24:39,153
way that could
launch you as a brand.
514
00:24:41,456 --> 00:24:45,393
And no-one
was more controversial than Calvin Klein.
515
00:24:45,460 --> 00:24:47,629
Does sex sell?
Absolutely it sells.
516
00:24:47,695 --> 00:24:50,164
We still like sex.
517
00:24:51,199 --> 00:24:54,202
In 1980, the fashion
guru had a new range of
518
00:24:54,269 --> 00:24:56,404
skin tight jeans to promote.
519
00:24:57,305 --> 00:24:59,240
For maximum impact and buzz,
520
00:24:59,307 --> 00:25:02,310
he signs model and
movie star, Brooke Shields.
521
00:25:03,311 --> 00:25:05,914
She had already had pretty much,
522
00:25:05,980 --> 00:25:10,919
a lifetime career as a, a
child model and actress.
523
00:25:11,386 --> 00:25:14,556
Very controversially, she
started when she was 12 in,
524
00:25:14,622 --> 00:25:17,659
Pretty Baby, about
a child prostitute.
525
00:25:18,426 --> 00:25:20,528
MAN This
is Brooke Shields,
526
00:25:20,595 --> 00:25:23,164
breathtaking in
her screen debut,
527
00:25:23,231 --> 00:25:27,001
constantly changing,
always surprising.
528
00:25:27,869 --> 00:25:29,737
Like the image of
an adult world,
529
00:25:29,804 --> 00:25:33,207
reflected in a child's eye.
530
00:25:34,542 --> 00:25:36,144
When Klein takes her on,
531
00:25:36,210 --> 00:25:38,846
Brooke Shields is
just 15 years old,
532
00:25:38,913 --> 00:25:41,916
but that doesn't stop him from
creating an ad campaign that
533
00:25:41,983 --> 00:25:44,352
overtly sexualizes her.
534
00:25:51,125 --> 00:25:55,730
The camera is just
crawling up her long, long, long legs.
535
00:26:00,635 --> 00:26:02,437
It was really shocking,
my mother said, you know,
536
00:26:02,503 --> 00:26:05,206
"Turn the channel,
don't watch that."
537
00:26:05,640 --> 00:26:07,542
The fact that
she was 15 years old,
538
00:26:07,609 --> 00:26:11,012
that made
people's heads explode.
539
00:26:11,746 --> 00:26:14,616
Now, it wasn't only
the pictures that detonated,
540
00:26:14,682 --> 00:26:16,851
Klein's collaborator, Doon Arbus,
541
00:26:16,918 --> 00:26:20,855
came up with a tagline that
was true cultural dynamite.
542
00:26:21,155 --> 00:26:23,725
You wanna know
what comes between me and my Calvin's?
543
00:26:23,791 --> 00:26:25,660
Nothing.
544
00:26:25,727 --> 00:26:27,795
MAN
Calvin Klein jeans.
545
00:26:27,862 --> 00:26:30,932
I'm, like, girl,
you going commando?
546
00:26:30,999 --> 00:26:33,134
Really?
547
00:26:34,535 --> 00:26:39,907
It definitely
was way too risqué for a 15 year old girl.
548
00:26:40,441 --> 00:26:43,911
Greasy, with a whiff
of scandal and I would argue,
549
00:26:43,978 --> 00:26:47,582
that's probably exactly what
Calvin Klein wanted it to be.
550
00:26:48,950 --> 00:26:50,451
I will take chances with,
551
00:26:50,518 --> 00:26:54,255
with advertising and I
will maybe sometimes,
552
00:26:54,322 --> 00:26:58,326
step beyond what is
considered to be good taste.
553
00:26:58,993 --> 00:27:01,562
And while Klein delighted in
being a provocateur,
554
00:27:01,629 --> 00:27:06,034
his young star also got dragged
into the growing scandal.
555
00:27:06,100 --> 00:27:07,502
The commercial sold jeans,
556
00:27:07,568 --> 00:27:09,470
and when I made the
commercials I had no idea
557
00:27:09,537 --> 00:27:13,241
that the controversy
would be as it was.
558
00:27:13,875 --> 00:27:17,278
It was a highly
suggestive ad with an underage actress,
559
00:27:17,345 --> 00:27:20,448
and CBS and ABC
were not happy at all.
560
00:27:20,515 --> 00:27:22,717
"What comes
between me and my Calvin's?"
561
00:27:22,784 --> 00:27:24,352
Well, if you didn't see it,
you won't be seeing it on
562
00:27:24,419 --> 00:27:25,987
some television stations.
563
00:27:26,054 --> 00:27:27,288
The CBS network
and Channel seven,
564
00:27:27,355 --> 00:27:29,057
here in New York, say they
won't show the ad because they
565
00:27:29,123 --> 00:27:31,392
don't like the
answer to that question.
566
00:27:31,459 --> 00:27:33,928
They banned the ad outright.
567
00:27:34,762 --> 00:27:36,831
Was he happy that
his ad was banned?
568
00:27:36,898 --> 00:27:39,400
My guess is, probably.
569
00:27:40,268 --> 00:27:42,737
Despite the ban,
or perhaps because of it,
570
00:27:42,804 --> 00:27:46,641
Calvin Klein sells
400,000 pairs of jeans a week
571
00:27:46,708 --> 00:27:49,544
throughout the next year.
572
00:27:49,610 --> 00:27:51,512
Scarcity creates desire.
573
00:27:51,579 --> 00:27:53,681
When the Calvin Klein
ad was banned,
574
00:27:53,748 --> 00:27:56,951
it just created an enormous
amount of curiosity for
575
00:27:57,018 --> 00:27:59,487
what the ad was.
576
00:28:00,555 --> 00:28:01,923
It's definitely
something I know my mother
577
00:28:01,989 --> 00:28:04,358
would not be
okay with me doing.
578
00:28:04,425 --> 00:28:07,195
And I think it brought
a huge conversation up,
579
00:28:07,261 --> 00:28:10,431
especially during that time,
about what's right and what's
580
00:28:10,498 --> 00:28:13,034
not right, possibly, for that age.
581
00:28:16,270 --> 00:28:18,306
Today, our
number four would probably get
582
00:28:18,372 --> 00:28:20,775
someone fired for
just suggesting it,
583
00:28:20,842 --> 00:28:23,144
and the catchphrase
behind our number three,
584
00:28:23,211 --> 00:28:26,848
also had a twisted past
that almost nobody knew about,
585
00:28:26,914 --> 00:28:28,916
until now that is.
586
00:28:32,186 --> 00:28:34,789
Well now we're down to a
Budweiser Clydesdale horse race,
587
00:28:34,856 --> 00:28:35,957
remember those guys?
588
00:28:36,023 --> 00:28:40,661
The last three spots that our panel
had a very hard time ranking.
589
00:28:40,728 --> 00:28:42,396
You'll see why.
590
00:28:42,463 --> 00:28:44,599
Number three has
all the moving parts;
591
00:28:44,665 --> 00:28:49,003
zeitgeisty brand, incredible
production values and yeah,
592
00:28:49,070 --> 00:28:51,005
the ultimate catchphrase.
593
00:28:57,378 --> 00:29:01,682
In the '80s, it's not just
Coke and Pepsi who are at war;
594
00:29:01,749 --> 00:29:04,685
in 1988, a new conflict
breaks out for the
595
00:29:04,752 --> 00:29:08,189
hearts, minds and feet
of American consumers.
596
00:29:09,223 --> 00:29:12,393
It has become
the sneaker wars.
597
00:29:15,196 --> 00:29:17,465
Boldly channeling
the can-do attitude of the
598
00:29:17,532 --> 00:29:21,435
Reagan era, Nike comes up with
a catchphrase that goes far
599
00:29:21,502 --> 00:29:23,471
beyond the world of sneakers,
600
00:29:23,538 --> 00:29:26,040
to become an era
defining mantra.
601
00:29:27,341 --> 00:29:28,810
Just do it.
602
00:29:29,076 --> 00:29:33,014
Just do it.
603
00:29:33,781 --> 00:29:38,252
What they needed was a
tagline that would appeal to
604
00:29:38,319 --> 00:29:41,289
jocks and to athletes,
to soccer moms,
605
00:29:41,355 --> 00:29:44,192
high school kids, anybody.
606
00:29:44,258 --> 00:29:45,793
Just do it.
607
00:29:47,728 --> 00:29:49,197
Just do it,
what a great phrase.
608
00:29:49,263 --> 00:29:50,731
It's so positive.
609
00:29:50,798 --> 00:29:55,036
An anthem that
we all can live by and a very simple line.
610
00:29:56,737 --> 00:30:01,709
It's one of the most
famous taglines in history.
611
00:30:01,776 --> 00:30:03,578
Just do it.
612
00:30:03,644 --> 00:30:06,447
Like 30 seconds of
inspiration, you know?
613
00:30:06,514 --> 00:30:07,648
Just do it.
614
00:30:07,715 --> 00:30:09,884
Like, how
did they create that?
615
00:30:09,951 --> 00:30:12,553
Like, how did that happen?
616
00:30:13,688 --> 00:30:15,389
Now, be
careful what you ask for,
617
00:30:15,456 --> 00:30:17,558
because the
phrase, "just do it"
618
00:30:17,625 --> 00:30:20,127
emerged from a very dark place.
619
00:30:21,329 --> 00:30:24,765
The inspiration for
it came from the killer,
620
00:30:24,832 --> 00:30:27,668
Gary Gilmore, who
was on death row,
621
00:30:27,735 --> 00:30:31,572
just before he was about to
be killed by firing squad;
622
00:30:32,073 --> 00:30:35,142
his last words
were, "Let's do it."
623
00:30:35,209 --> 00:30:38,946
And, for some reason, it
stuck in the ad writer's mind.
624
00:30:40,781 --> 00:30:43,851
Nike hit home their
new catchphrase with another
625
00:30:43,918 --> 00:30:46,053
stroke of genius.
626
00:30:46,120 --> 00:30:49,757
Over a series of ad spots,
they champion inclusivity and
627
00:30:49,824 --> 00:30:54,128
diversity in a way never before
seen in the go-getter '80s.
628
00:30:55,830 --> 00:30:56,864
I like to feel hyper.
629
00:30:56,931 --> 00:30:58,132
Do it.
630
00:30:58,199 --> 00:31:00,268
Their most memorable
star is an athlete
631
00:31:00,334 --> 00:31:03,604
from an age group long
overlooked by Nike's rivals.
632
00:31:04,605 --> 00:31:07,608
I run 17 miles
every morning.
633
00:31:09,977 --> 00:31:12,713
An athletic wear
company, prior to Nike,
634
00:31:12,780 --> 00:31:16,817
hadn't bothered to reach
out to older Americans,
635
00:31:16,884 --> 00:31:19,553
or differently abled Americans.
636
00:31:21,055 --> 00:31:23,524
People ask me how I keep
my teeth from chattering in
637
00:31:23,591 --> 00:31:26,460
the wintertime.
638
00:31:26,827 --> 00:31:29,096
I leave 'em in my locker.
639
00:31:30,364 --> 00:31:32,667
It was the idea that didn't matter
if you were an old man,
640
00:31:32,733 --> 00:31:34,135
it doesn't
matter if you're a child,
641
00:31:34,201 --> 00:31:35,803
that anybody can wear Nike.
642
00:31:35,870 --> 00:31:37,939
It didn't matter if you
were an athlete or not.
643
00:31:38,439 --> 00:31:41,943
Nike's inclusive
campaign is a runaway success,
644
00:31:42,009 --> 00:31:43,678
and Walter Stack?
645
00:31:43,744 --> 00:31:45,446
He kept on running.
646
00:31:45,513 --> 00:31:48,049
By the time of
his death in 1995,
647
00:31:48,115 --> 00:31:52,920
he's estimated to have run
a total of 62,000 miles.
648
00:31:53,955 --> 00:31:55,790
How's that for just doing it?
649
00:31:58,559 --> 00:32:00,161
It's rare that you can
remember where you were the
650
00:32:00,227 --> 00:32:02,296
first time you
saw a commercial,
651
00:32:02,363 --> 00:32:05,166
but I bet you can
remember our number two.
652
00:32:05,232 --> 00:32:07,735
I can pretty much guess you
were sitting on your couch,
653
00:32:07,802 --> 00:32:11,138
surrounded by unhealthy
snack items and an alcoholic beverage
654
00:32:11,205 --> 00:32:14,842
and I bet it was
on a Sunday in January,
655
00:32:14,909 --> 00:32:16,844
when this
masterpiece happened.
656
00:32:21,515 --> 00:32:24,151
MAN The day we
celebrate the first glorious
657
00:32:24,218 --> 00:32:27,588
anniversary of the
information purification.
658
00:32:28,055 --> 00:32:31,425
It's 1984, no-one
has even thought of the iPod,
659
00:32:31,492 --> 00:32:34,328
or the iPhone, or
really, the I anything.
660
00:32:34,395 --> 00:32:36,964
And Apple is almost broke.
661
00:32:37,031 --> 00:32:39,867
An also-ran facing
big competition.
662
00:32:40,501 --> 00:32:43,170
But Apple boss, Steve Jobs,
is a revolutionary who's
663
00:32:43,237 --> 00:32:46,107
convinced his time has come.
664
00:32:46,173 --> 00:32:48,809
We've been working on
this thing for over two years now
665
00:32:48,876 --> 00:32:50,945
and those of us that have
been really close to it
666
00:32:51,012 --> 00:32:53,781
will all tell you, it is insanely great.
667
00:32:53,848 --> 00:32:55,616
The message that we
have with Macintosh is,
668
00:32:55,683 --> 00:32:58,185
that it's the
computer for the rest of us.
669
00:32:58,486 --> 00:33:00,721
So convinced is
Jobs that his user friendly
670
00:33:00,788 --> 00:33:03,357
computer will be the next big thing,
671
00:33:03,424 --> 00:33:06,660
he manages to convince Apple's
corporate board to commission
672
00:33:06,727 --> 00:33:10,664
a commercial that will air
only once on national TV,
673
00:33:10,731 --> 00:33:13,367
during Superbowl 18.
674
00:33:13,868 --> 00:33:18,606
In 1984, there were
78 million Americans
675
00:33:18,672 --> 00:33:20,674
that tuned into the Superbowl.
676
00:33:20,741 --> 00:33:23,144
The ad agency hires
one of the best directors
677
00:33:23,210 --> 00:33:26,013
in the business and yep,
we've met him before,
678
00:33:26,080 --> 00:33:29,583
Max Headroom's big
brother, Ridley Scott.
679
00:33:29,650 --> 00:33:33,154
A man with not one, but two
commercials on our hit list.
680
00:33:33,587 --> 00:33:36,791
The commercial had
an opportunity to be epic.
681
00:33:36,857 --> 00:33:40,561
They sent me one sheet of paper
referring to George Orwell.
682
00:33:41,162 --> 00:33:44,398
You know, when you get a
vision, you go for it.
683
00:33:46,767 --> 00:33:48,569
The pitch is
684
00:33:48,636 --> 00:33:52,873
break the first rule of advertising,
and don't even talk about the product.
685
00:33:53,441 --> 00:33:55,209
Nothing.
Didn't talk about anything.
686
00:33:55,276 --> 00:33:57,778
Didn't mention a
computer or anything.
687
00:33:57,845 --> 00:34:00,214
In a way, this was the
best form of advertising,
688
00:34:00,281 --> 00:34:03,317
'cause I'm dangling a
little jewel, saying
689
00:34:03,384 --> 00:34:05,453
"Guess what this is?"
690
00:34:05,519 --> 00:34:07,855
They want Scott to
blend the dystopian vision of
691
00:34:07,922 --> 00:34:11,325
Bladerunner with
the menace of Alien,
692
00:34:11,759 --> 00:34:13,627
693
00:34:13,694 --> 00:34:16,263
it has to be shot on
a reduced TV budget.
694
00:34:17,264 --> 00:34:20,901
To keep costs down, Scott
decides to film it in England,
695
00:34:20,968 --> 00:34:24,772
and hires an inexpensive
696
00:34:24,839 --> 00:34:27,074
white supremacists.
697
00:34:27,141 --> 00:34:30,544
I knew there was a
group called National Front.
698
00:34:31,479 --> 00:34:35,616
So we contacted the
Bovver Boys Society,
699
00:34:35,683 --> 00:34:38,619
and about 200 turned up
with shaved heads looking
700
00:34:38,686 --> 00:34:41,388
the cat's whiskers.
701
00:34:41,822 --> 00:34:44,391
He filled the room
with guys that could, like,
702
00:34:44,458 --> 00:34:46,927
completely rip that room
down and kill people, right.
703
00:34:46,994 --> 00:34:50,131
The reason being is that he knew
when that camera moves over them,
704
00:34:50,197 --> 00:34:53,100
that those faces, you're
going to see the details,
705
00:34:53,167 --> 00:34:55,936
in those details you're gonna
see there's a threat.
706
00:34:56,937 --> 00:34:59,206
But Scott and his
production team would soon
707
00:34:59,273 --> 00:35:02,109
reap what they had sown,
and during the shoot at
708
00:35:02,176 --> 00:35:05,346
Shepperton Studios,
life imitates art.
709
00:35:05,679 --> 00:35:07,414
They got a
hold of the first AD,
710
00:35:07,481 --> 00:35:09,283
who had long hair, and
they shaved his head
711
00:35:09,350 --> 00:35:11,018
and his testicles at lunchtime.
712
00:35:11,085 --> 00:35:13,387
So, he was
hairless and went home.
713
00:35:14,722 --> 00:35:17,791
MAN A garden
of pure ideology.
714
00:35:18,492 --> 00:35:22,329
The commercial
channels Orwell's dystopian 1984,
715
00:35:22,396 --> 00:35:25,199
to cast aspersion on
Apple's mainstream competitor,
716
00:35:25,266 --> 00:35:28,469
IBM, also known as Big Blue.
717
00:35:29,770 --> 00:35:32,907
Will Big Blue dominate
the entire computer industry,
718
00:35:32,973 --> 00:35:35,276
the entire information age?
719
00:35:35,342 --> 00:35:37,378
Was George Orwell right?
720
00:35:37,444 --> 00:35:38,479
All of those
other computers,
721
00:35:38,546 --> 00:35:39,813
all those other
things out there,
722
00:35:39,880 --> 00:35:42,516
they're just like
tools of the conformist.
723
00:35:43,250 --> 00:35:46,887
And Scott decides
to hammer the point home.
724
00:35:46,954 --> 00:35:48,889
I said, "OK,
she's gonna hurl the hammer,
725
00:35:48,956 --> 00:35:51,559
the hammer's
gonna hit the screen.
726
00:35:51,625 --> 00:35:54,862
The screen's gonna explode
like an atomic explosion.
727
00:35:54,929 --> 00:35:55,963
Argh!
728
00:35:56,030 --> 00:35:58,732
We shall prevail.
729
00:36:00,167 --> 00:36:03,470
At that moment, I'm
gonna have a lot of buckets of
730
00:36:03,537 --> 00:36:06,574
talcum powder and
these big fans,
731
00:36:06,640 --> 00:36:08,776
and I'm gonna
blow it all over ya.
732
00:36:08,842 --> 00:36:11,378
I want you all to go, "Bah."
733
00:36:11,445 --> 00:36:13,147
And they went, "Alright."
734
00:36:16,517 --> 00:36:18,786
It's everything
Steve Jobs asked for,
735
00:36:18,852 --> 00:36:20,854
but, and why is
this not surprising,
736
00:36:20,921 --> 00:36:23,691
once the Apple board
see it, they hate it,
737
00:36:23,757 --> 00:36:26,560
and try to block the
commercial from airing.
738
00:36:27,194 --> 00:36:33,667
Steve Jobs liked it so much that,
reportedly, he said,
739
00:36:33,734 --> 00:36:37,304
"I'll pay for this myself
if the company doesn't want to."
740
00:36:38,472 --> 00:36:40,207
The board backs down,
741
00:36:40,274 --> 00:36:43,777
and the commercial airs during
the Super Bowl of January '84.
742
00:36:44,812 --> 00:36:47,748
We are one
people, with one will,
743
00:36:47,815 --> 00:36:50,584
one resolve, one cause.
744
00:36:50,985 --> 00:36:55,923
That ad embodies
the kind of risk taking, the nerviness,
745
00:36:55,990 --> 00:36:59,493
the confidence that we now
associate with Steve Jobs.
746
00:37:00,094 --> 00:37:02,096
Millions watch, entranced,
747
00:37:02,162 --> 00:37:04,965
with no hint about
what the product is,
748
00:37:05,032 --> 00:37:07,034
until the very end.
749
00:37:07,101 --> 00:37:10,337
It's one of those that really
sort of rocks you back in your seat.
750
00:37:10,404 --> 00:37:12,239
And you've just seen
something incredible,
751
00:37:12,306 --> 00:37:14,842
and then they tell you.
752
00:37:16,176 --> 00:37:17,645
MAN
On January 24th,
753
00:37:17,711 --> 00:37:20,614
Apple Computer will
introduce Macintosh,
754
00:37:20,681 --> 00:37:26,020
and you'll see why 1984
won't be like "1984."
755
00:37:26,620 --> 00:37:28,589
Buster!
756
00:37:28,656 --> 00:37:31,759
A genius piece of
advertising, if I may say so.
757
00:37:33,994 --> 00:37:37,197
Super Bowl advertisin
will never be the same.
758
00:37:37,264 --> 00:37:38,699
After the commercial airs,
759
00:37:38,766 --> 00:37:42,936
Apple sells 72,000
computers in 100 days;
760
00:37:43,003 --> 00:37:46,540
50% more than its most
optimistic sales predictions.
761
00:37:46,974 --> 00:37:49,376
And that was only the beginning.
762
00:37:49,443 --> 00:37:53,881
Today, we're all living
inside Steve Jobs's I-world.
763
00:37:54,548 --> 00:37:58,085
The 1984 Macintosh
Super Bowl ad is one of the most famous,
764
00:37:58,152 --> 00:38:00,554
the most important, the most influential
pieces of advertising
765
00:38:00,621 --> 00:38:03,390
that has ever been and
will ever be created.
766
00:38:03,824 --> 00:38:04,825
Argh!
767
00:38:04,892 --> 00:38:08,062
We shall prevail.
768
00:38:08,729 --> 00:38:10,864
How is it possible to top that?
769
00:38:11,999 --> 00:38:13,334
I don't think you can.
770
00:38:13,400 --> 00:38:17,204
But our number one does have
its own kind of revolution baked in,
771
00:38:17,271 --> 00:38:19,373
as you'll see after the break.
772
00:38:22,576 --> 00:38:25,412
We've 'Just Did It'
and absolutely positively
773
00:38:25,479 --> 00:38:29,917
delivered the beef on nine
iconic '80s commercials.
774
00:38:29,983 --> 00:38:32,886
ROB We've gone from
the cutting edge of a shaving campaign,
775
00:38:32,953 --> 00:38:35,656
to a bitter battle for our taste buds,
776
00:38:35,723 --> 00:38:38,125
and the start of a digital revolution.
777
00:38:38,192 --> 00:38:41,128
But who will claim our top spot?
778
00:38:41,795 --> 00:38:42,963
Here's our number one.
779
00:38:43,030 --> 00:38:46,800
An entire TV network, that
was actually an immersive,
780
00:38:46,867 --> 00:38:49,770
wildly entertaining ad
for its own programming.
781
00:38:53,907 --> 00:38:55,275
This is it.
782
00:38:55,342 --> 00:38:57,811
Welcome to MTV music television,
783
00:38:57,878 --> 00:39:02,383
the world's first 24-hour
stereo video music channel.
784
00:39:05,185 --> 00:39:07,921
When MTV
goes on the air in 1981,
785
00:39:07,988 --> 00:39:10,958
the revolution was
indeed televised.
786
00:39:11,024 --> 00:39:14,895
User-friendly videos and
user-even-friendlier hosts,
787
00:39:14,962 --> 00:39:17,898
spoke to teenagers in a secret
language that would become the
788
00:39:17,965 --> 00:39:20,567
rallying cry for a
whole generation,
789
00:39:20,634 --> 00:39:24,905
setting the stage for today's explosion
of social media platforms,
790
00:39:24,972 --> 00:39:28,709
from YouTube and Instagram
to Snapchat and TikTok.
791
00:39:31,478 --> 00:39:34,248
And this big bang
all began with a song.
792
00:39:34,648 --> 00:39:37,985
Video killed the radio star ♪
793
00:39:38,051 --> 00:39:39,319
Video killed the radio star ♪
794
00:39:39,386 --> 00:39:40,554
It was a beautiful thing.
795
00:39:40,621 --> 00:39:43,924
It allowed the poor kid in
the hood to be touched and
796
00:39:43,991 --> 00:39:46,927
inspired and entertained
the same way the little kids
797
00:39:46,994 --> 00:39:48,595
in Beverley Hills were.
798
00:39:48,662 --> 00:39:52,032
You know, once MTV
came with those videos,
799
00:39:52,099 --> 00:39:54,935
'cause we didn't have YouTube,
we didn't have Google,
800
00:39:55,002 --> 00:39:56,737
we didn't have videos
that you could...
801
00:39:56,804 --> 00:39:59,139
We didn't even have
phones back then, OK?
802
00:39:59,206 --> 00:40:03,677
MTV.
I was so obsessed with MTV.
803
00:40:03,744 --> 00:40:07,047
Video killed the radio star ♪
804
00:40:07,614 --> 00:40:11,084
Anybody who
was cool was down with MTV,
805
00:40:11,151 --> 00:40:14,822
and you had to have MTV
or you wouldn't be cool.
806
00:40:14,888 --> 00:40:17,791
That's where you got
your fashion sense from.
807
00:40:17,858 --> 00:40:20,961
That's where you got
your music sense from.
808
00:40:21,228 --> 00:40:24,198
ARMSTRONG It's
one small step for man.
809
00:40:25,265 --> 00:40:27,167
But what many forget,
810
00:40:27,234 --> 00:40:31,138
four decades on, was that MTV's
success was no sure thing,
811
00:40:31,205 --> 00:40:34,475
and this revolution
came very, very close
812
00:40:34,541 --> 00:40:36,577
to not being televised.
813
00:40:38,545 --> 00:40:41,048
When MTV
first started in 1981,
814
00:40:41,114 --> 00:40:43,250
a lot of cable
providers wouldn't carry it.
815
00:40:44,451 --> 00:40:48,121
It seemed like a pretty
flimsy idea for an entire
816
00:40:48,188 --> 00:40:51,959
television network to be
based on pop music videos.
817
00:40:52,025 --> 00:40:55,295
The music will continue
non-stop on MTV Music Television,
818
00:40:55,362 --> 00:40:58,866
the newest component
of your stereo system.
819
00:41:01,702 --> 00:41:05,072
To survive, MTV
needs to persuade more cable companies
820
00:41:05,138 --> 00:41:07,407
to carry their upstart channel.
821
00:41:07,474 --> 00:41:09,710
Their secret weapon is a
maverick from the good old
822
00:41:09,776 --> 00:41:11,445
Mad Men days.
823
00:41:11,512 --> 00:41:13,714
George Lois.
824
00:41:13,780 --> 00:41:17,684
And George Lois is a zen
master of the catchphrase.
825
00:41:19,152 --> 00:41:22,856
The guy who
wrote I want my Maypo.
826
00:41:24,791 --> 00:41:27,461
I want my Maypo.
827
00:41:27,528 --> 00:41:30,163
They just tailored it,
call up your cable company and
828
00:41:30,230 --> 00:41:32,566
say, "I want my MTV"
829
00:41:32,633 --> 00:41:34,067
The whole idea
of I want my MTV,
830
00:41:34,134 --> 00:41:36,637
there were a lot of people who
just didn't have access to it.
831
00:41:36,703 --> 00:41:41,808
Turning it into this sort of
generational rallying cry was so, so smart
832
00:41:42,309 --> 00:41:45,612
But MTV knows that
a slogan won't be enough,
833
00:41:45,679 --> 00:41:48,415
it needs a heavyweight
to land a knockout.
834
00:41:48,482 --> 00:41:53,120
An MTV exec, Les Garland,
tries to tempt Mick Jagger into the ring.
835
00:41:53,453 --> 00:41:55,422
Literally, it was like,
"We want to get Mick."
836
00:41:55,489 --> 00:41:58,325
"OK, I'm going to get on a plane
and I'm gonna go there and get Mick."
837
00:41:58,392 --> 00:42:02,563
And he was a little hesitant,
838
00:42:02,629 --> 00:42:05,599
but Les Garland
is very convincing.
839
00:42:05,666 --> 00:42:08,869
Money talks,
and when Mick Jagger asks for payment,
840
00:42:08,936 --> 00:42:12,239
Garland theatrically
reaches for his wallet.
841
00:42:12,306 --> 00:42:13,874
"Here's a dollar. Come on."
842
00:42:13,941 --> 00:42:15,742
And that was it. Mick loved that.
843
00:42:15,809 --> 00:42:17,611
And once Mick was in, of
course other artists would
844
00:42:17,678 --> 00:42:19,012
wanna get involved.
845
00:42:19,079 --> 00:42:22,449
They got tons of different people
to say "I want my MTV"
846
00:42:22,516 --> 00:42:27,220
We got these incredible
artists to shill for us.
847
00:42:28,088 --> 00:42:29,556
I want my MTV.
848
00:42:29,623 --> 00:42:31,124
I want my MTV.
849
00:42:31,191 --> 00:42:33,260
I want my MTV.
850
00:42:33,327 --> 00:42:35,596
I want my MTV.
851
00:42:37,464 --> 00:42:40,734
MTV has to go
for broke in order to not go broke,
852
00:42:40,801 --> 00:42:43,403
and they gamble
on a nationwide campaign.
853
00:42:44,037 --> 00:42:48,575
Soon, America's bored youth
hears the clarion call.
854
00:42:49,576 --> 00:42:50,844
"It's Uncle Sam.
855
00:42:50,911 --> 00:42:54,581
I want you to call your cable provider
and tell them I want my MTV."
856
00:42:54,781 --> 00:42:55,649
Brilliant.
857
00:42:55,716 --> 00:42:57,651
You wanted your MTV badly.
858
00:42:57,718 --> 00:43:00,420
I remember my dad
he worked at Pacific Bell.
859
00:43:00,487 --> 00:43:03,657
They would get calls at their
cable station and be like,
860
00:43:03,724 --> 00:43:05,859
"I want my MTV."
861
00:43:05,926 --> 00:43:09,329
I called and said,
"I have to have MTV."
862
00:43:09,696 --> 00:43:11,031
You know, and then their
parents would find out later,
863
00:43:11,098 --> 00:43:12,933
"Why did we get
this frickin' MTV on here?"
864
00:43:13,000 --> 00:43:14,968
you know, because the
kids had made the call.
865
00:43:15,035 --> 00:43:17,638
America,
demand your MTV
866
00:43:17,704 --> 00:43:20,173
I want my MTV
867
00:43:20,440 --> 00:43:22,175
The impact is irresistible.
868
00:43:22,242 --> 00:43:25,212
One by one the cable
companies bow to the pressure.
869
00:43:25,278 --> 00:43:26,613
I was a
kid that loved music,
870
00:43:26,680 --> 00:43:31,818
so to be able to
have music on TV was,
871
00:43:31,885 --> 00:43:33,453
like, mind-blowing.
872
00:43:33,520 --> 00:43:35,255
I want my MTV.
873
00:43:35,322 --> 00:43:38,091
I want my MTV tops
our charts because it truly
874
00:43:38,158 --> 00:43:42,162
empowered '80's youth,
not just to buy something,
875
00:43:42,229 --> 00:43:44,698
but to demand something.
876
00:43:44,765 --> 00:43:47,501
I want my MTV.
877
00:43:47,567 --> 00:43:51,004
It was this thing
that was unlike anything else.
878
00:43:52,305 --> 00:43:54,007
It was
like a movement.
879
00:43:54,074 --> 00:43:55,942
People were really
pumped, you know.
880
00:43:56,009 --> 00:43:58,178
It would get you excited
because something everybody
881
00:43:58,245 --> 00:44:00,347
really wanted and
you had to have it.
882
00:44:00,414 --> 00:44:01,748
I loved it.
883
00:44:01,815 --> 00:44:04,451
I want my MTV, MTV, MTV!
884
00:44:04,985 --> 00:44:07,320
Too much is never enough.