Podcast Summary: Nudge – "The Surprising True Story Behind 'The Greatest Ad Ever Made'"

Episode Information

• Title: The Surprising True Story Behind “The Greatest Ad Ever Made”
• Host: Phil Agnew
• Guest: Will Storr, Award-Winning Author
• Release Date: June 16, 2025

1. Introduction

In this compelling episode of Nudge, host Phil Agnew delves into the intriguing history of Apple's iconic 1984 advertisement, often hailed as the greatest commercial of all time. Celebrating its first anniversary, the discussion uncovers the stark contrast between the ad's monumental success and its predecessor's unexpected failure, providing valuable lessons on the power of storytelling in business and beyond.

2. Apple’s 1984 Ad: A Tale of Two Campaigns

Phil Agnew opens the episode by highlighting the accolades received by Apple's 1984 ad:

• Advertising Age named it the greatest commercial of all time.
• TV Guide ranked it as the number one greatest commercial in 1995.
• It won the Grand Prix at the 1984 Cannes Lions International Advertising Festival and was inducted into the Clio Award Hall of Fame in 1995.

Moreover, the ad's immediate impact was profound, with Apple selling a record $3.5 million worth of Macintosh computers post-airing, surpassing their supply capabilities.

However, Will Storr reveals a surprising twist:

Will Storr [01:21]: "Greatest kind of ads ever, ever made."

In contrast, the 1983 ad, despite similar high production values and the involvement of a Hollywood director and a celebrity, flopped. The question arises: How did Apple transform failure into monumental success within a year?

3. The Science of Storytelling with Will Storr

Will Storr, an acclaimed author known for his works on storytelling, introduces his latest book, "A Story is a Deal." He emphasizes the essential role of storytelling in influencing, leading, and persuading people.

Will Storr [03:12]: "I'm a former journalist and author who has a specialist interest in the science of storytelling."

Phil Agnew adds that Will's latest book is arguably his best work to date.

4. Analyzing the 1983 vs. 1984 Apple Ads

Will Storr provides a detailed analysis of both Apple ads:

• 1983 Ad ("Breakfast"):

  • Directed by Adrian Lynn.
  • Featured Kevin Costner in a picturesque setting, portraying him as a hard-working individual.
  • Outcome: The ad was a total disaster, failing to resonate with audiences and leaving little lasting memory.

• 1984 Ad:

  • Directed by renowned Ridley Scott.
  • Presented a dystopian future reminiscent of "1984" by George Orwell.
  • Climactic Moment: A colorful woman disrupts the oppressive atmosphere by smashing a hammer, symbolizing freedom and individuality.
  • Impact: The ad went viral (a term used retroactively), generating widespread discussion and redefining personal computers as tools for creativity and personal empowerment.

Will Storr [09:32]: "It was incredibly successful. Like, just enormously successful. Like, just the evening after it was broadcast, news stations across America were making news stories about this incredible advert."

Key Takeaways:

• Story Structure: The 1984 ad effectively told a story with clear obstacles and resolutions, unlike the abstract 1983 ad.
• Emotional Resonance: The narrative tapped into contemporary fears and aspirations, offering a vision of a better future through Apple's products.

5. The Evolutionary Role of Storytelling

Will Storr explores the evolutionary significance of storytelling in human development:

• Primitive Life: Single-celled organisms operated on rigid, algorithmic responses to their environment.
• Emotional System: The advent of emotions allowed living beings to navigate unpredictable environments more effectively.
• Superorganism Concept: Humans utilize storytelling to create a shared reality, aligning individuals towards common goals and fostering collective achievements.

Will Storr [15:45]: "Humans, we're one of five existing species of great ape, but we're obviously different to our other ape relatives. We are part ape, part ant, that we overcome the obstacles in pursuit of goals, partly like apes, so partly in the form of ant-like super organisms."

Phil Agnew reinforces this by citing anthropological research:

Phil Agnew [16:12]: "Stories are a fundamental part of human civilization."

Key Insights:

• Shared Reality: Storytelling acts as a glue, binding individuals into cohesive groups or "superorganisms."
• Collective Goals: Through stories, humans can coordinate complex tasks and achieve feats unattainable individually.

6. Impact of Stories on Perception and Behavior

Phil Agnew illustrates the profound influence of storytelling with several studies:

• Art Appreciation:

  • Study (2013): Participants initially found cubist paintings unremarkable.
  • With Backstories: Their appreciation and understanding of the art significantly increased.
  • Reference: Derek Thompson's book, Hitmakers.

• Significant Objects Project (2009):

  • Experiment: Inexpensive items paired with fictional stories were sold on eBay.
  • Result: Items sold at 3.5 times their original price, demonstrating the story bias in consumer behavior.

Phil Agnew [13:06]: "A bias for objects, paintings, and ads that have a compelling story behind them."

These examples underscore that stories not only enhance memory and appreciation but also drive purchasing decisions.

7. Memory and Persuasion Through Storytelling

To demonstrate storytelling's effect on memory, Phil Agnew conducts an experiment inspired by psychologists John Bradford and Marceia Johnson:

• Without a Story: Participants struggled to recall an abstract passage.
• With a Storyline: When the same passage was framed as instructions for washing clothes, recall improved dramatically.

This mirrors the earlier discussion on Apple’s ads, where a compelling narrative ensured the 1984 ad’s lasting impact compared to the forgettable 1983 version.

8. Case Study: Organ Donation Campaign in Brazil

Will Storr shares a remarkable example of storytelling's persuasive power:

• Campaign: Sports Club Recif aimed to increase organ donations by linking them to fan identity.
• Approach: Advertisements featured fans pledging that their donated organs would continue to support the team posthumously.
• Outcome:
  • 51,000 cards distributed.
  • 54% increase in organ donations.
  • Heart and corneal transplant waiting lists dropped to zero.
  • Fernando Figueria (Director of Heart Transplants) reported a rise from 5-7 to 28 heart transplants annually.

Will Storr [24:23]: "It was just incredibly successful. I mean that, you know, that like, yeah, everybody wanted this card... it was hugely successful."

Phil Agnew emphasizes that the campaign's success was rooted in its ability to connect personal identity with collective goals through storytelling, even employing unconventional methods.

9. Conclusion: The Indelible Power of Stories

The episode concludes by reiterating that stories are not merely narratives but fundamental tools that shape human behavior, memory, and societal structures. From Apple's revolutionary ad to life-saving organ donation campaigns, storytelling fosters connection, drives action, and sustains civilizations.

Phil Agnew encourages listeners to harness the power of storytelling in their personal and professional lives, highlighting an upcoming bonus episode where Will Storr discusses additional insights on storytelling’s impact.

Notable Quotes

• Will Storr [03:12]: "I'm a former journalist and author who has a specialist interest in the science of storytelling."
• Will Storr [09:32]: "It was incredibly successful. Like, just enormously successful."
• Will Storr [15:45]: "Humans, we're one of five existing species of great ape, but we're obviously different to our other ape relatives."
• Phil Agnew [13:06]: "A bias for objects, paintings, and ads that have a compelling story behind them."
• Phil Agnew [16:12]: "Stories are a fundamental part of human civilization."
• Will Storr [24:23]: "It was just incredibly successful."

Final Thoughts

This episode of Nudge offers a deep dive into the mechanics of storytelling, illustrating how well-crafted narratives can transform perceptions, drive consumer behavior, and achieve remarkable societal outcomes. Whether you're in marketing, leadership, or simply interested in the art of storytelling, the insights shared by Will Storr provide valuable lessons on leveraging stories to inspire and influence.