Over the decades, corporations and Madison Avenue have used this event as a significant launching pad for exposure, dropping fortunes on reserving time during the game, spending exorbitant amounts on productions, and hiring top-flight Hollywood directors to helm their 60-second epics. But, this was not always the case with the Super Bowl, and we can trace this advertising furor to a specific moment in history. It was 1984.

That was the year that Apple Computers caused a sensation with a cinematic minute that was jarring, arresting, transformative, and — most important — successful. The company wanted to distinguish itself in a marketplace dominated by a titan, and parlayed the timing of a literary classic to deliver a commercial that delivered the goods. Apple’s “1984” to this day is recognized as an advertising classic, and became the very revolutionary spot that altered the parameters of the Super Bowl.

And it very nearly never happened. //

The commercial has gone on to become regarded as one of the greatest of all time. In a move of cagey self-interest, Chiat/Day ran the commercial themselves weeks earlier, in a solitary local market in Idaho. This was done in order to have the commercial qualify for that year’s advertising awards. “1984” won every award it was nominated for, and it went on later to be declared the best commercial of the decade. To this day, it is regarded as one of the classics to ever run on television.

As perhaps its second-greatest accomplishment (after successfully selling the Apple Macintosh as an important computing breakthrough), the spot launched the elevated importance placed on Super Bowl advertising. It is commonplace today for corporations to invest heavily in their presentations on this day, sometimes spending an entire year gearing up for the event.