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Steve Hayden, Adman Who Redefined Tech Advertising With Apple’s “1984,” Dies at 78: Steve Hayden, the advertising copywriter who transformed the way technology and culture intersect through Apple’s groundbreaking “1984” commercial, has died at the age of 78.
Hayden’s career spanned decades and redefined modern advertising. He combined Madison Avenue’s persuasive storytelling with Silicon Valley’s spirit of innovation. More than selling products, he created narratives that shaped entire industries.

The Apple “1984” Revolution
The defining moment of Hayden’s career came in 1984, when Apple introduced the Macintosh with a Super Bowl commercial unlike anything before. Then a 36-year-old writer at Chiat/Day, Hayden worked with art director Lee Clow to bring the vision to life.
Directed by filmmaker Ridley Scott, the spot drew on George Orwell’s dystopian themes, portraying Apple as a force of liberation against conformity. Although it aired nationally only once, the ad instantly became a cultural milestone. It not only launched the Macintosh but also marked the dawn of brand storytelling as we know it today.
From Apple to Ogilvy
Hayden’s success with Apple cemented his reputation as a creative pioneer. His leadership at BBDO on the Apple account further demonstrated his ability to elevate brands into cultural icons.
In 1994, Hayden joined Ogilvy to take on another historic challenge—leading the IBM account. At the time, it was the largest account consolidation in advertising history. With his trademark creativity and strategic vision, Hayden steered IBM through a critical transition.

Reinventing IBM’s Image
One of his most celebrated achievements at Ogilvy was the IBM “e-business” campaign. This work reshaped public perception of the company, proving that bold and imaginative advertising could change how the world viewed technology. Reflecting on those early days, Hayden once remarked, “It was an impossible challenge, and we were able to take it on and do some remarkable things.”
Indeed, under his guidance, Ogilvy and IBM forged one of the most successful partnerships in modern advertising history.
Beyond IBM
Hayden’s influence stretched well beyond one client. At Ogilvy, he nurtured award-winning campaigns for American Express, Kodak, Dove, Motorola, Cisco, and SAP. The memorable “Hello Moto” campaign, for instance, showcased his knack for injecting personality into technology brands.

A Lasting Legacy
Colleagues and industry leaders remember Hayden not only as a creative genius but also as a mentor who inspired generations of advertisers. His work bridged art and commerce, leaving an indelible mark on both.
Steve Hayden’s legacy is forever tied to a single Super Bowl moment, yet his career demonstrated something larger: the enduring power of storytelling to transform brands and influence culture.