New Apple Computer Gets Super Bowl Debut

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By Philip H. Dougherty
The New York Times

January 18, 1985

Just as Apple used last year's Super Bowl telecast for a block-busting $500,000, 60-second commercial to introduce its Macintosh computer, it will use Sunday's Super Bowl for another super-commercial to introduce its new business computer. Same length, same production cost. And Jay Chiat, agency chief, said the commercial would probably show up during the third quarter.

This one will show a long line of drably dressed men and women, in drab surroundings. They are all lined up in single file while singing the old ''Snow White'' song, ''Hi ho, hi ho, it's off to work we go.''

They represent, Mr. Chiat said, ''people doing things the same old way.'' You know, like using I.B.M. equipment.