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Blast from the Past: Kevin Costner’s 1983 Apple Lisa ad (with video)
Saturday, December 01, 2007 - 03:00 PM EST

Just for fun, TV Squad has an article today about a long forgotten commercial from 1983 for the Apple Lisa, starring Kevin Costner, "long before his big screen success in movies like The Untouchables, Bull Durham, and Field of Dreams."

MacDailyNews Take: And Waterworld! Never leave out the under-appreciated Waterworld! "I've sailed further than most men have dreamed..."

Bob Sassone writes for TV Squad, "[Costner] plays a cool business guy who bikes to work at his leisure, trusty dog companion by his side. He gets to his nice office and turns on the Lisa and then gets a phone call from his wife (I'm assuming), and he tells her he'll be home for breakfast. I'm not sure if this is supposed to mean he biked to work early in the morning before she got up or he's been out all night 'inputing' 'data' into 'Lisa,' if you know what I mean."

MacDailyNews Note: Those familiar with Apple's iconic "1984" Mac commercial will recognize the voiceover talent as Edward Grover:

The ad via YouTube:

Direct link via YouTube: http://www.youtube.com/watch?v=Nj2A0LybwPA

TV Squad's article is here.

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Reader Feedback: ( = registered)

Dec 01, 07 - 03:08 pm Comment from: SteveNZ

1st Post!? That kicked Waterworld's ass! grin

Dec 01, 07 - 03:24 pm Comment from: Andy in AK

still true... those who use computers, and those who use Apples

Dec 01, 07 - 03:46 pm Comment from: January 24, 1984

Never truer, in fact.

Dec 01, 07 - 03:46 pm Comment from: standardmess

His mouse form is kind of bizarre. I guess they were so new, no one figured out how best to hold them yet...

Dec 01, 07 - 03:49 pm Comment from: foaming.solvent

He is mousing left-handed.

Dec 01, 07 - 04:02 pm Comment from: Pete

A Lisa recently sold on eBay for $10,000.

That's a lot of apples.

Dec 01, 07 - 04:10 pm Comment from: Jubei

It's all here in this site and some really good classic funny ones. Like Spock high on whatever singing the Bilbo Song! hahaha

http://www.esm.psu.edu/Faculty/Gray/movies.html

Dec 01, 07 - 04:20 pm Comment from: KenC

I'm guessing they shot this after Kevin made American Flyers, the cycling movie.

Dec 01, 07 - 04:21 pm Comment from: MaLvado

Ha, I've had this video on my hard drive for a couple of years... plus some others.

Fun to look back and see these. smile

Dec 01, 07 - 04:22 pm Comment from: MacBill

That might possibly be the worst commercial ever made.

Dec 01, 07 - 04:28 pm Comment from: LorD1776

If you consider that the worst commercial you must not watch much TV. Which is not a bad thing.

Dec 01, 07 - 05:34 pm Comment from: Eric

Boring commercial, especially for Apple. Doesn't reflect them well, even in the early '80s.

But, seriously... Waterworld under appreciated? What for? Being the biggest flop in major studio history?

Honestly, if Windows Vista were a film, Waterworld would be it... Massively over budget, over-hyped, and lousy quality through and through. But, hey, I guess someone has to buy the DVDs, so ore power to you. Better you than me.

Come to think of it, if Waterworld were a computer, it would be the Lisa. Over budget, Overpriced, overhyped and an embarrassing failure.

Dec 01, 07 - 05:52 pm Comment from: Kevin

Anyone seen Mr. Brooks??? Loads of Apple products in there . . . and not a half bad movie either.

Dec 01, 07 - 06:01 pm Comment from: Pollo

Waterworld was a great movie!

Dec 01, 07 - 06:03 pm Comment from: mrmikey

What most people don't realize is that Waterwold actually made more money at the international box office than it cost to produce. Yes, it's a bit of a mess in places, but still a very enjoyable flick.

If you look at its history, most of the over budget was because "director" Kevin Reynolds (then still a friend of Costner's) made the terrible decision to film the huge ocean sets during typhoon season off of Hawaii. If memory serves, the set was destroyed not once, but twice.

Costner actually took over the film to get it finished, but out of solidarity with his buddy Reynolds, left Kevin Reynolds on the film as director credit.

Also, you're not watching the film very closely if you can't appreciate Dennis Hopper chewing the scenery in the best tradition of Snively Whiplash. It's awesome.

One should also mention The Postman as another under-appreciated Costner flick. There is an awful lot of fun there, as well.

But, each to their own. Some people think Michael Bay can actually direct.

On Topic: I remember seeing this ad actually airing on TV. When you consider what was out there at the time for computers – when I saw this, I was blown away. Most people thought of computers as huge monster machines steaming away in the bowels of universities and big corporations. I remember at this time grabbing time on the University of Calgary computer to play a very, very primitive Star Trek game where the graphics were made from printouts using only alpha characters. The Lisa was a true revelation. The thought that a "normal" businessman might actually use his own computer was so totally cool at the time, you just cannot imagine.

While not quite in the same league as "1984," this is a watershed advertisement for the computer industry.

Dec 01, 07 - 06:07 pm Comment from: Mac Man By Choice

@Eric....

Waterworld is not the flop that everyone always mistakenly says. Sure it cost a bunch to make and did not recover all costs from American audiences but over all as a worldwide release it actually made money. So whether you like...."Mad Max on Water" which is my take on the movie.....or not it seems that at least it is going to be remembered for a long long time. Even if it is remembered as the financial flop that it wasn't.

Oh and this commercial was boring for sure.....but I'm not going to blame Kostner for Lisa's failure that was certainly due to the high prices it retailed for. Be kind of cool to have one now though.

Dec 01, 07 - 06:41 pm Comment from: MikeK

@ foaming.solvent

Lots of people use the left hand for their mouse -- including the 10%-15% of the population that's left-handed, for starters. (We also wear our watches on our right wrists, believe it or not.)

Not sure if Kevin is a southpaw (can't recall from Bull Durham), but use of the left hand for the mouse was probably dictated by the layout of the set, and the positioning of the computer off to the side. Otherwise, he'd have to turn away from camera or awkwardly reach across his body, neither of which makes for good television....

Dec 01, 07 - 06:48 pm Comment from: foaming.solvent

@ MikeK

I am left handed, wear my watch on my right wrist, and mouse right-handed.

But I was talking @standardmess, who said "His mouse form is kind of bizarre .. ." His mouse form seems bizarre because he is mousing left-handed, which most folks are not used to seeing.

Dec 01, 07 - 08:43 pm Comment from: Shogun

Um... I think he's getting to work at dusk, planning to work all night.

That's why the narrator says something like, Some people's work schedules don't have much to do with those of the rest of the world.

And hence the unfunny joke of not saying, "Sure, I'll be home for dinner," but rather, "Sure, I'll be home for breakfast".

Am I a genius or is the writer of this article not too perceptive?

Dec 01, 07 - 10:08 pm Comment from: frisby

I loved Water World.

"You should have stayed in tha water"

Boom!

Dec 01, 07 - 10:24 pm Comment from: Darth Avenus

Nice 80's style with the sweater wrapped around Costner's neck and the catchy, relaxing George Winston-style new age music.

Dec 01, 07 - 10:27 pm Comment from: Matt

actually, a study at Glasgow Medical University showed that most left-handed people still mouse right handed. Even those of us who are "paid" artists. I'm a lefty through and through - BFA/MFA classically trained artist and special effects artist, but I mouse righty. I Wacom left (that sounds bad!), but mouse right.

Dec 02, 07 - 12:44 am Comment from: sophonik

@Macbill

Well if you thought that this was the worse commercial check this one out by Micro$oft, but I warn you: it's BAD!

http://www.youtube.com/watch?v=tGvHNNOLnCk

Dec 02, 07 - 01:11 am Comment from: BC Kelly

Ok, is a dirty job, but someone has to say it, so reckon will be me:

The dog is a pit bull that would make Michael Vick proud.

Should of used a Heinz 57 Lab - more huggable.


BC

Dec 02, 07 - 08:05 am Comment from: IT2

@sophonik
I've seen that one, definitely Money Boy in his element selling PC's like cheap used cars. Doesn't get more accurate than that.

I vote this one as the next Microsoft commercial:
http://www.youtube.com/watch?v=c3XdOl5YtLg&feature=related
Most hair Monkey Boy has ever had!

Dec 02, 07 - 08:17 am Comment from: IT2

And check this out---- another Ballmer nut job:

http://www.youtube.com/watch?v=HTkA9L2J2gY

I hadn't seen that one before. I don't know why Microsoft keep this guy, but I'm damn glad they do.

Dec 02, 07 - 08:38 am Comment from: Guy B.

Love the sweater draped over his shoulders...so 80's yuppie...haha...I was waiting for Kevin to whip out his squash racquet...

Dec 02, 07 - 11:09 am Comment from: Drunk Cheney

Ballmer is an overpaid second rate used car salesman.

Is it any wonder Microsoft Windows works the way it does.

Dec 02, 07 - 12:49 pm Comment from: DJ Rizzo

I think that's the best acting job I've ever seen him do.

Dec 02, 07 - 12:56 pm Comment from: LorD1776

Heck, I don't know why his FAMILY keeps him! Oh yeah, the money.

Dec 02, 07 - 02:29 pm Comment from: HMCIV

Forget holding the mouse left or right handed. He was grasping the front and back of the mouse rather than the sides! Was that artistic touch or awkwardness with a new technology? (Like the 1st time I tried to zip a zipper.)

Dec 02, 07 - 02:41 pm Comment from: Ha

Waterworld was by no means a flop--it's just became trendy amongst the "faux-intelligencia" to label it such. It made boatloads of money worldwide (pun intended smile )

You want flops? Try "Heaven's Gate" or "Cutthroat Island." Or the biggest flop ever as of 2004: "The Adventures of Pluto Nash," which cost @$95 million to make, and grossed $4 million in the U.S. lol

On topic: This is a great ad. Great to hear that voiceover again!

Dec 02, 07 - 04:00 pm Comment from: TowerTone

Nice commercial, although I tend to point and laugh when I see a 'man' with a sweater done that way.

I've enjoyed Kevin in many a film ("Silverado" was great) but it was his character in "A Perfect World" that I always appreciated.

Dec 02, 07 - 04:09 pm Comment from: Jon-Eric Eliker

I recall (from past reading) that he moused like he did so the mouse was visible but he wasn't blocking the screen.

Dec 02, 07 - 07:36 pm Comment from: Jooop

The Lisa looks neat...when does it come out?

Dec 02, 07 - 09:39 pm Comment from: Timbo

Is it just me, or did that Lisa seem snappy?

Dec 02, 07 - 11:57 pm Comment from: cuz i'm the taxman

"Should of used a Heinz 57 Lab - more huggable."


Should have, but didn't. Should've left the horribly preppy and gay sweater at home too, but didn't. Nice 5 o'clock shadow though. Muy macho!

Dec 02, 07 - 11:59 pm Comment from: cuz i'm the taxman

Best Costner film that no one ever insults, or even talks about: Tincup. I don't even like golf.

Dec 03, 07 - 12:46 am Comment from: Buster

Silly commercial.

Best movie= Dances with Wolves

Dec 03, 07 - 09:29 am Comment from: Mr. Peabody

The commercial is so... Appley. Is it any wonder it took Apple two and a half decades to figure out how to market their products? (Take it easy on me now, I'm Mac fan numero uno since 1985.)

Costner's best movie is "No Way Out", excluding the corny love seens with Sean Young.

Dec 03, 07 - 01:28 pm Comment from: Chris

Wish I were around those days, must of been great times. To see Apple and Microsoft really compete against each other, and the ability to use the machines and software that made these companies.

Dec 03, 07 - 04:13 pm Comment from: RGKahn

Don't remember this commercial. Nice and low key, not in your face. The voice-over guy seems to do a lot of their, Apple, commercials. He has the classic voice-over timbre and quality that I wish I had. Liked the commercial and I like Kevin Costner movies as well.

Dec 03, 07 - 05:01 pm Comment from: Logan

Waterworld was the worst movie in the universe. It was like a train-wreck. Wait, no, worse. A train-wreck full of babies.

Dec 03, 07 - 06:14 pm Comment from: LorD1776

A couple of my favorite voices were Alexander Scourby and Richard Kiley. Remember some of the old National Geographic or Jacques-Yves Cousteau programs? They made them even better.

Dec 03, 07 - 11:22 pm Comment from: cuz i'm the taxman

There was a running joke on season four of Rescue Me. Tommy was all hot under the collar because his ex-wife thought Wyatt Earp was Costner's best film even though Tommy and all men know Open Range was Costner's best flick. Sheila thought Waterworld was his best cuz he had a great tan in that one.

And for the love of Pete, it's not "should of" or "must of". It is a contraction of should or would or must and HAVE. Capisce?

Dec 05, 07 - 09:05 am Comment from: Mr. Peabody

"taxman", You're right, and we should've known that.

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