In the 1983 commercial below for the Lisa (a computer named after Jobs’ daughter), actor Kevin Costner rides his bike to work with his Pit Bull jogging beside him. Costner and his pooch take an elevator to his office, where the dog curls up beside his desk as Costner fires up his computer.
“At Apple, we understand that business as usual … isn’t anymore,” says the voiceover.
Nearly 30 years ago, very few office workers were allowed to bring their dogs to work with them. Nowadays, dogs are a common sight in many businesses.
As for Pit Bulls, the media’s promotion of them as vicious killers was already going strong in 1983, yet Apple chose to feature a calm and friendly one in this commercial.
Due to poor sales, the Lisa was replaced with the Macintosh XL after two years. Since then, it has largely been forgotten.
If only the negative image of Pit Bulls could be forgotten along with it.
RIP, Steve Jobs.