Apple’s iconic 1984 commercial may have only aired once, but its impact was huge. They became the technology choice of freedom from the tyranny of Microsoft. These days the Apple vs. Microsoft juxtaposition has been recast as one of closed vs. open ecosystem, and the Google vs. Apple/Microsoft distinction has developed into “Don’t Be Evil” vs. “Business as Usual”. Apple is now on the wrong side of righteousness and ripe for a taste of their own medicine.

When the Google tablet comes out, Google needs to make its own 1984 commercial. It is set in a drab workplace with a weary worker sitting at his desk. A tablet slides across the desk from the left, he looks at the bright moving graphics for a few moments, then hits it with an oversized stamp. The tablets’ graphics slowly turn drab under the red “UNGOOD” stamp, and the tablet slides away to the right side as another tablet enters from the left. This repeats throughout the commercial. At one point it should be Mark Fiore’s cartoons being marked UNGOOD, and something from Adobe being marked DOUBLE PLUS UNGOOD; don’t go overboard in focusing on the rejected content, leave it as an easter egg for the obsessive pause and zoom in to see.

They could take it a step further. The original Apple commercial used part of a speech directly from 1984, so Google could open with the man looking up for a moment at an old school futuristic TV (think Brazil), where he sees the speech being broadcast. The speaker should be a carefully selected actor who is a morph of the original actor and Steve Jobs. This would quickly make the connection for the viewer and sets the adversarial scene.

The copy for the text or voice-over is obviously just as important, but its hard to craft without knowing how strong a tone Google wants to strike.