Who directed the Apple Super Bowl ad?

Some Super Bowl commercials are more than just ads—they're cultural landmarks. And no company understands this better than Apple. From a dystopian masterpiece that launched the Macintosh to a historic halftime show and a star-studded Pepsi collaboration, Apple's Big Game moments have always been guided by directors with extraordinary vision.

If you've been searching "who directed the Apple Super Bowl ad," the answer takes you on a journey through Hollywood history. Let's meet the filmmakers behind the moments that changed advertising and entertainment forever.

1. "1984" (Macintosh Launch) - Directed by Ridley Scott

The Commercial:
If you've seen only one Super Bowl ad in your life, it's probably this one. Apple's "1984" commercial aired exactly once—during the third quarter of Super Bowl XVIII on January 22, 1984—and it immediately became legendary.

The 60-second spot depicts a dystopian future inspired by George Orwell's novel Nineteen Eighty-Four. Rows of gray, expressionless workers march in unison to watch a massive screen where a menacing "Big Brother" figure delivers propaganda. Suddenly, an athletic woman in bright red clothing runs through the crowd, chased by authorities. She hurls a sledgehammer at the screen, shattering it in an explosion of light. A narrator announces: "On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like '1984'."

The Director: Ridley Scott
The man behind this masterpiece is Sir Ridley Scott, the legendary filmmaker responsible for Alien (1979) and Blade Runner (1982). His ability to create immersive, detailed worlds made him the perfect choice for Apple's ambitious vision. The commercial cost approximately $900,000 to produce and another $800,000 to air. It paid off: the ad generated massive buzz, and the Macintosh launched to incredible success.

Why It's Iconic:
Ridley Scott brought his cinematic eye to every frame. The desaturated colors, the oppressive industrial sets, the sudden burst of red—these are signature Scott touches. He treated a commercial like a mini-movie, and the result is widely considered the greatest advertisement of all time.

Where to Watch:
🔗

Watch YouTube video

2. "Lemmings" (1985) - Directed by Tony Scott

The Commercial:
Apple returned to the Super Bowl in 1985 with "Lemmings," an ad that tried to capture the same magic but took a much darker turn. Blindfolded businessmen walk in lockstep off a cliff, like the mythical lemmings. One man removes his blindfold, steps out of line, and walks away. The message: IBM users blindly follow the herd, while Mac users think for themselves.

The Director: Tony Scott
This time, the director was Tony Scott, Ridley's younger brother and an immensely talented filmmaker in his own right. Tony was coming off the massive success of Top Gun (released in 1986) and was known for his high-energy, visually dynamic style.

Why It Didn't Work:
Despite Tony Scott's talent, "Lemmings" failed to connect. The imagery was considered grim and off-putting rather than inspiring. Where "1984" offered hope and rebellion, "Lemmings" offered cynicism. Viewers didn't want to be told they were sheep. The commercial flopped, and Apple moved away from such bleak advertising.

Where to Watch:
🔗

Watch YouTube video

3. "HAL" (1999) - Directed by Bryan Buckley

The Commercial:
In 1999, Apple introduced Mac OS 9 with "HAL," a clever ad referencing one of cinema's most famous computers. The blinking red eye of HAL 9000 from 2001: A Space Odyssey appears, and a calm voice announces: "Hello, I'm HAL. I was born in 1997." After listing its capabilities, text appears: "Introducing Mac OS 9. Not HAL."

The Director: Bryan Buckley
Bryan Buckley directed this spot. He's one of the most prolific commercial directors in history, with over 70 Super Bowl ads for brands like FedEx, ESPN, and the NFL. Buckley is known for sharp comedic timing and distilling complex ideas into simple, memorable visuals.

Why It Works:
The HAL reference rewards film fans but isn't required to understand the ad. The blinking red light and robotic voice convey "impersonal technology" on their own. It's a masterclass in using cultural touchstones without alienating viewers.

Where to Watch:
You can search for "Apple HAL 1999 Super Bowl commercial" on YouTube to find various uploads of this classic spot.

4. Apple Music Halftime Show 2026 - Bad Bunny (Directed by Hamish Hamilton)

The Event:
The 2026 Super Bowl halftime show made history. For the first time, the performance was headlined entirely by a Latin artist—the global superstar Bad Bunny—and performed almost entirely in Spanish. It was a cultural milestone that celebrated Latin music's dominance and Bad Bunny's unprecedented popularity.

The Director: Hamish Hamilton
The man responsible for capturing this historic moment for television was Hamish Hamilton, one of the most experienced and respected live event directors in the world. Hamilton has directed countless Super Bowl halftime shows, including performances by Beyoncé, Prince, The Weeknd, and Dr. Dre. He's also directed the Academy Awards, the Grammy Awards, and the London 2012 Olympic Opening Ceremony.

Why It Matters:
Hamilton's expertise lies in translating the energy of a live performance to the television screen. With hundreds of cameras, complex choreography, and a massive stadium audience, he ensures viewers at home feel the excitement. The Bad Bunny show was a testament to his ability to handle historic, high-pressure events.

Where to Watch:
Unfortunately, the direct link provided is unavailable. You can search for "Bad Bunny Super Bowl Halftime Show 2026" on YouTube or Apple Music to watch the full performance.

5. "The Choice" (Pepsi x Apple Music 2026) - Directed by Taika Waititi

The Commercial:
To promote the Apple Music halftime show sponsorship, Pepsi and Apple Music teamed up for a commercial titled "The Choice." The ad likely played with themes of decision-making, music, and pop culture, blending the two brands' identities in a fun, engaging way.

The Director: Taika Waititi
This commercial was directed by Taika Waititi, the Oscar-winning filmmaker behind Jojo Rabbit, Thor: Ragnarok, and What We Do in the Shadows. Waititi is beloved for his quirky humor, heartwarming storytelling, and ability to blend the absurd with the emotional.

Why His Involvement Is Exciting:
Waititi brings a unique voice to everything he touches. His commercials (including previous work for brands like Toyota and Intuit) are known for their wit and warmth. For a Pepsi and Apple Music collaboration, his style is a perfect fit—playful, visually creative, and deeply human.

Where to Watch:
You can search for "The Choice Pepsi Apple Music Super Bowl 2026" on YouTube to find this commercial.

Quick Reference: Apple Super Bowl Directors

YearProjectDirectorKnown ForLink

1984	"1984" Commercial	Ridley Scott	Alien, Blade Runner	Watch YouTube video
1985	"Lemmings" Commercial	Tony Scott	Top Gun	Watch YouTube video
1999	"HAL" Commercial	Bryan Buckley	70+ Super Bowl ads	Search YouTube
2026	Halftime Show (Bad Bunny)	Hamish Hamilton	Super Bowl, Oscars, Olympics	Search YouTube
2026	"The Choice" (Pepsi x Apple)	Taika Waititi	Jojo Rabbit, Thor	Search YouTube

Why Director Pedigree Matters for Apple

Apple's choice of directors reveals a consistent philosophy: they treat every Super Bowl moment—commercials and halftime shows alike—as art.

Ridley Scott brought feature-film gravitas to a 60-second spot, proving commercials could be cinematic.
Tony Scott took a risk with darker material, showing Apple's willingness to push boundaries.
Bryan Buckley brought decades of Super Bowl experience and a lighter touch.
Hamish Hamilton brought live-event mastery to a historic halftime show.
Taika Waititi brought Oscar-winning creativity to a brand collaboration.

Each director elevated their project beyond typical advertising or live television. That's the Apple way.

Final Thoughts

So, who directed the Apple Super Bowl ad? The answer spans four decades and includes some of the most talented filmmakers in history:

Ridley Scott created a masterpiece.
Tony Scott took a bold risk.
Bryan Buckley delivered clever simplicity.
Hamish Hamilton captured a cultural milestone.
Taika Waititi brought his unique magic to a collaboration.

From dystopian visions to Latin music history, Apple's Super Bowl legacy is a testament to the power of great direction.