The Apple Macintosh revolutionized the entire computer industry by the year of 1984. Steve Jobs and his ingenious Macintosh team arranged for the computer to be used by the normal “person in the street” – and not only by experts.
Steve Jobs and Bill Atkinson (Photo: Norman Seiff)
“Insanely great” – Steve Jobs could hardly put into words his enthusiasm by the launch of the Macintosh. On the legendary annual general meeting of January 24th, 1984, in the Flint Center not far from the Apple Campus in Cupertino, the Apple co-founder initially quoted Bob Dylan’s “The Times They Are A-Changin’” in order to then polemicize against an imminent predominance of the young computer industry by IBM.
Steve Jobs‘ introduction of the Apple Macintosh:
„The early 1980s. 1981 – Apple II has become the world’s most popular computer, and Apple has grown to a 300 million dollar corporation, becoming the fastest growing company in American business history. With over fifty companies vying for a share, IBM enters the personal computer market in November of 1981, with the IBM PC.
1983. Apple and IBM emerge as the industry’s strongest competitors, with each selling approximately one billion dollars worth of personal computers in 1983. The shakeout is in full swing. The first major personal computer firm goes bankrupt, with others teetering on the brink. Total industry losses for 1983 overshadow even the combined profits of Apple and IBM.
It is now 1984. It appears that IBM wants it all. Apple is perceived to be the only hope to offer IBM a run for its money. Dealers, after initially welcoming IBM with open arms, now fear an IBM dominated and controlled future and are turning back to Apple as the only force who can ensure their future freedom.
IBM wants it all, and is aiming its guns at its last obstacle to industry control, Apple. Will Big Blue dominate the entire computer industry? The entire information age? Was George Orwell right?„
The crowd, among them the complete Macintosh developer’s team, shouted back: “Nooooo!”
The introduction of the first Mac on January 24th, 1984; taken from the „Lost 1984 Videos“
There had been only two milestone products so far: the Apple II in 1977 and the IBM PC in 1981, Jobs continued. “Today (…) we are introducing the third industry milestone product, the Macintosh. Many of us have been working on Macintosh for over two years now and it has turned out insanely great.”
Steve Jobs
Taking a look at the history of the personal computer today, Steve Jobs was on the right track with his historical comparison. However, it would not be IBM that became the great dominator of the computer industry over the years, but rather, the alliance of Microsoft and Intel.
Previous to the Macintosh developer team, others had already tried to design a computer with a mouse and a graphical user interface – one year before Apple did, with its own business computer Lisa, which retailed for 10,000 dollars.
Steve Jobs had assembled a dream team of genius programmers and engineers, whom he urged like a cult leader with flattery and verbal attacks to continually new heights. But the ever-changing demands of Jobs delayed the Mac project, so that the Apple co-founder finally lost his bet against the Lisa team. It was not until the 24th of January 1984, that the Mac was finally ready.
At the public presentation of the new computer model, Jobs recited the song „The Times They Are A-Changin“ by Bob Dylan:
„1984“ is an American television commercial which introduced the Apple Macintosh personal computer for the first time. It was conceived by Steve Hayden, Brent Thomas and Lee Clow at Chiat/Day, Venice, produced by New York production company Fairbanks Films, and directed by Ridley Scott. Anya Major performed as the unnamed heroine and David Graham as Big Brother.
Its only U.S. daytime televised broadcast was on January 22, 1984 during and as part of the telecast of the third quarter of Super Bowl XVIII. Chiat/Day also ran the ad one other time on television, in December 1983 right before the 1:00 am sign-off on KMVT in Twin Falls, Idaho, so that the advertisement could be submitted to award ceremonies for that year.
In addition, starting on January 17, 1984 it was screened prior to previews in movie theaters for a few weeks. It has since been seen on television commercial compilation specials, as well as in „Retro-mercials“ on TV Land. The estate of George Orwell and the television rightsholder to the novel 1984 considered the commercial to be a flagrant copyright infringement, and sent a cease-and-desist letter to Apple and Chiat/Day in April 1984. The commercial was never televised as a commercial after that.
In one interpretation of the commercial, „1984“ used the unnamed heroine to represent the coming of the Macintosh (indicated by her white tank top with a cubist picture of Apple’s Macintosh computer on it) as a means of saving humanity from „conformity“ (Big Brother). These images were an allusion to George Orwell’s noted novel, Nineteen Eighty-Four, which described a dystopian future ruled by a televised „Big Brother“. The rows of marching minions have direct cinematic parallels with those in the opening scenes of the classic dystopian film Metropolis.
Originally a subject of contention within Apple, it has nevertheless consistently been lauded as a classic, winning critical acclaim over time. It is now considered a watershed event and a masterpiece in advertising, and is widely regarded as one of the most memorable and successful American television commercials of all time.
The commercial was rebroadcast in an updated version in 2004 on its 20th anniversary, with the heroine modified to be listening to an iPod. Viewers generally saw the Big Brother target of the Apple advertisement as being Microsoft, with the original villain, IBM, being all but forgotten.
Making of the Apple Ad 1984
Plot
The commercial opens with a dystopic, industrial setting in blue and gray tones, showing a line of people (of ambiguous gender) marching in unison through a long tunnel monitored by a string of telescreens. This is in sharp contrast to the full-color shots of the nameless runner (Anya Major). She looks like an Olympic track and field athlete, as she is carrying a large brass-headed hammer and is wearing an athletic „uniform“ (bright orange athletic shorts, running shoes, a white tank top with a cubist picture of Apple’s Macintosh computer, a white sweat band on her left wrist, and a red one on her right).
As she is chased by four police officers (presumably agents of the Thought Police) wearing black uniforms, protected by riot gear, helmets with visors covering their faces, and armed with large night sticks, she races towards a large screen with the image of a Big Brother-like figure (David Graham, also seen on the telescreens earlier) giving a speech:
My friends, each of you is a single cell in the great body of the State. And today, that great body has purged itself of parasites. We have triumphed over the unprincipled dissemination of facts. The thugs and wreckers have been cast out. And the poisonous weeds of disinformation have been consigned to the dustbin of history. Let each and every cell rejoice! For today we celebrate the first, glorious anniversary of the Information Purification Directive! We have created, for the first time in all history, a garden of pure ideology. Where each worker may bloom secure from the pests purveying contradictory truths. Our Unification of Thoughts is more powerful a weapon than any fleet or army on earth. We are one people, with one will, one resolve, one cause. Our enemies shall talk themselves to death and we will bury them with their own confusion. We shall prevail!
The runner, now close to the screen, hurls the hammer towards it, right at the moment Big Brother announces, „we shall prevail!“ In a flurry of light and smoke, the screen is destroyed, shocking the people watching the screen.
The commercial concludes with a portentous voiceover, accompanied by scrolling black text (in Apple’s early signature „Garamond“ font); the hazy, whitish-blue aftermath of the cataclysmic event serves as the background. It reads:
On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like „1984.
The screen fades to black as the voiceover ends, and the rainbow Apple logo appears.
Production
Development
The commercial was created by the advertising agency Chiat/Day, Venice, with copy by Steve Hayden, art direction by Brent Thomas and creative direction by Lee Clow. Ridley Scott (whose dystopian sci-fi film, Blade Runner was released two years prior) was hired by agency producer Richard O’Neill to direct it, with a then-„unheard-of production budget of $900,000.“ The actors who appeared in the commercial were paid $25 per day.
The copywriter of the ad was Steve Hayden. At the time he worked for Chiat/Day, the company that produced the spot. He’s now vice-chairman at Ogilvy and Mather. NPR’s Liane Hansen spoke with Hayden about the ad’s impact:
[jwplayer mediaid=“2265″]
Steve Jobs and John Sculley were so enthusiastic about the final product that they „…purchased one and a half minutes of ad time for the Super Bowl, annually the most-watched television program in America. In December 1983 they screened the commercial for the Apple Board of Directors. To Jobs‘ and Sculley’s surprise, the entire board hated the commercial.“ However, Scully himself got „cold feet“ and asked Chiat/Day to sell off the two commercial spots.
Despite the board’s dislike of the film, Steve Jobs continued to support it. Steve Wozniak watched it and offered to pay for half of the spot personally if the board refused to air it.
Of the original ninety seconds booked, Chiat/Day managed to resell thirty seconds to another advertiser, leaving the other sixty second slot.
Let’s see – an all-powerful entity blathering on about Unification of Thoughts to an army of soulless drones, only to be brought down by a plucky, Apple-esque underdog. So Big Brother, the villain from Apple’s ‚1984‘ Mac ad, represented IBM, right? According to the ad’s creators, that’s not exactly the case. The original concept was to show the fight for the control of computer technology as a struggle of the few against the many, says TBWA/Chiat/Day’s Lee Clow. Apple wanted the Mac to symbolize the idea of empowerment, with the ad showcasing the Mac as a tool for combating conformity and asserting originality. What better way to do that than have a striking blonde athlete take a sledghammer to the face of that ultimate symbol of conformity, Big Brother?
However, in his 1983 Apple keynote address, Steve Jobs made the following comment before showcasing a preview of the commercial to a select audience:
It is now 1984. It appears IBM wants it all. Apple is perceived to be the only hope to offer IBM a run for its money. Dealers initially welcoming IBM with open arms now fear an IBM dominated and controlled future. They are increasing and desperately turning back to Apple as the only force that can ensure their future freedom. IBM wants it all and is aiming its guns on its last obstacle to industry control, Apple. Will Big Blue dominate the entire computer industry? The entire information age? Was George Orwell right about 1984?
Reception
Awards
* 2007: Best Super Bowl Spot (in the game’s 40-year history)
* 1999: TV Guide – Number One Greatest Commercial of All Time
* 1995: Advertising Age – Greatest Commercial
* 1984: 31st Cannes Lions International Advertising Festival – Grand Prix
Social impact
Ted Friedman, in his 2005 text, Electric Dreams: Computers in American Culture, notes the impact of the commercial:
Super Bowl viewers were overwhelmed by the startling ad. The ad garnered millions of dollars worth of free publicity, as news programs rebroadcast it that night. It was quickly hailed by many in the advertising industry as a masterwork. Advertising Age named it the 1980s Commercial of the Decade, and it continues to rank high on lists of the most influential commercials of all time […] 1984 was never broadcast again, adding to its mystique.
1984 became a signature representation of Apple computers. It was scripted as a thematic element in the 1999 docudrama, Pirates of Silicon Valley, which explores the rise of Apple and Microsoft (the film opens and closes with references to the commercial including a re-enactment of the heroine running towards the screen of Big Brother and clips of the original commercial).
„1984“ became a signature representation of Apple computers. It was scripted as a thematic element in the 1999 docudrama, Pirates of Silicon Valley, which explores the rise of Apple and Microsoft (the film opens and closes with references to the commercial including a re-enactment of the heroine running towards the screen of Big Brother and clips of the original commercial). The „1984“ ad was also prominent in the 20th anniversary celebration of the Macintosh in 2004, as Apple reposted a new version of the ad on its website. In this updated version, an iPod, complete with signature white earbuds, was digitally added to the heroine. Attendees were given a poster showing the heroine with iPod as a commemorative gift.
Influence in media
A commercial for the video game Half-Life 2 was based on this commercial. A parody of the commercial is seen in the Futurama episode Future Stock, promoting Planet Express. Another parody appears in The Simpsons TV show episode Mypods and Boomsticks, featuring Steve Jobs as „Big Brother“ and the Comic Book Guy as the runner.
For the 20th anniversary of the Macintosh, Apple re-released the ad with the runner wearing an iPod.
Scott, Linda. „For the Rest of Us“: A Reader-Oriented Interpretation of Apple’s ‚1984‘ Commercial.“ The Journal of Popular Culture, Volume 25 Issue 1, Summer 1991: 67-81.
Opinion: The top 10 standout Macs of the past 25 years
Launched in January 1984, the first Apple Mac opened the door for a computer revolution that led to the PowerBook, the iMac and even the iPhone. Columnist Michael DeAgonia chooses the 10 Mac models that made the biggest splash.
In the beginning: The making of the Mac
Just how did the first Apple Macintosh computer come to be? The course of events that led to the Mac as we know it was convoluted, the result of luck or coincidence as much as planning. Here’s the story.
The Mac at 25: Successes and regrets, Apple’s had a few
In these heady days when Apple seems to be gaining ground in a number of places and ways, it’s important to remember that everything that followed from the first Mac was not a given. Here’s a look at five successes and five mistakes Apple made during the past 25 years.
Opinion: What will Macs be like in 25 years?
Columnist Seth Weintraub pulls out his crystal ball to predict the future of the Mac — including whether we’ll have Macs at all in 2034.
Few computers – indeed, few consumer items of any kind – have generated such a wide range of opinions as the Macintosh. Criticized as an expensive gimmick and hailed as the liberator of the masses, the Mac is a potentially great system. Whether it lives up to that potential remains to be seen.
The Apple MacintoshPersonally, I think the Macintosh is a wonderful machine. I use one daily at work, and then at night I play with the one I have at home. Or, at least, I try to play with it. You see, my wife – who for years resisted all my attempts to introduce her to computers – has fallen in love with the Mac (her words, not mine). She uses it to type up medical reports, notes on her clients, and personal letters. In fact, she’s suggested that we get a second Macintosh so that we won’t have to fight over the one we have.
The Macintosh is not without its problems. Resources are tight – it needs more memory and disk space – and software has been slow in coming to market. Many have criticized its price ($2495). In fact, there are indications that Apple considered a lower price ($1995) and then rejected it. It doesn’t seem to have hurt the Mac’s market – people are still buying them faster than Apple can make them – but there’s the potential for backlash if the machine doesn’t deliver on all its promises.
Whatever its problems and limitations, the Mac represents a breakthrough in adapting computers to work with people instead of vice versa. Time and again, I’ve seen individuals with little or no computer experience sit down in front of a Mac and accomplish useful tasks with it in a matter of minutes. Invariably, they use the same words to describe it: “amazing” and “fun.” The question is whether “powerful” can be added to that list.
The Macintosh dot-matrix printerIn an industry rapidly filling up with IBM PC clones, the Macintosh represents a radical departure from the norm. It is a small, lightweight computer with a high-resolution screen, a detached keyboard, and a mouse (see photo 1). It comes with 128K bytes of RAM (random-access read/write memory), 64K bytes of ROM (read-only memory), and a 400K-byte 3?-inch disk drive. If you throw in an Imagewriter printer (see photo 2 and figure 1) the system costs $2990. The processor is a Motorola 68000, running a name-less operating system (see the text box, “A Second Opinion” on page 248 for a fit description). It has absolutely no IBM PC/MS-DOS compatibility, and it would appear Apple plans none. (mehr …)
A sidebar to the Apple Macintosh review published in Byte, issue 8/1984, pp. 241-242.
At a glance
Apple Macintosh Review ByteName
Macintosh
Manufacturer
Apple Computer Inc.
20525 Mariani Ave.
Cupertino, CA 95014
(408) 996-1010
Components
Size: 13.5 by 9.7 by 10.9 inches (main unit)
2.6 by 13.2 by 5.8 inches (keyboard)
Weight: 19.5 pounds
Processor: Motorola 68000 (7,8336 MHz)
Memory: 128K bytes of RAM; 64K bytes of ROM
Display: 9-inch built-in monitor; high-resolution bit-mapped display (512 by 342 pixels); adjustable
Keyboard: 58 keys, detached, standard layout, no function keys, software-mapped
Mouse: single button, mechanical tracking, optical shaft encoding
Mass storage: built-in single-sided 3½-inch Sony drive (400K bytes)
Sound generator: four-voice sound
Interfaces: two RS-422A serial ports (230.4K bps transfer rate); external-disk interface for second (optional) disk drive; mouse interface; synchronous serial keyboard bus
Apple Macintosh Review Byte – Benchmark 1The Memory Size graph shows the standard and optional memory available for the computers under comparison. The Disk Storage graph shows the highest capacity of a single floppy-disk drive for each system. The Bundled Software graph shows the number of software packages included with each system. The Price graph shows the list price of a system with two high-capacity floppy-disk drives, a monochrome monitor, graphics and color-display capability, a printer port and a serial port, 256K bytes of memory (64K bytes for 8-bit systems), the standard operating system for each system, and the standard BASIC interpreter for each system. The Mac’s price includes 128K bytes of memory only.
Apple Macintosh Review Byte – Benchmark 2The graph for Disk Access in BASIC shows how long it takes to write a 64K-byte sequential text file to a blank floppy disk and how long it takes to read this file (For the program listings, see “The Chameleon Plus,” by Rich Krajewski, June 1984, page 327.) The BASIC Performance graph shows how long it takes to run one iteration of the Sieve of Eratosthenes prime-number benchmark. In the same graph, the Calculations results show how long it takes to do 10,000 multiplication and division operations using single-precision numbers. The System Utilities graph shows how long it takes to transfer a 40K-byte file using the system utilities. The Spreadsheet graph shows how long the computers take to load and recalculate a 25- by 25-cell spread-sheet where each cell equals 1.001 times the cell to its left. The spreadsheet program used was Microsoft Multiplan. The time for the format/disk copy test on the Macintosh reflects using the disk-copy utility on a single-drive system. Four disk-swaps are required for the complete disk copy, the time for which is included in the benchmark.
* The Sieve benchmark couldn’t be run on the Mac (see text for details).
** The new Disk Copy program was not available at press time.
We have to let go of this notion that for Apple to win Microsoft has to lose.
On July 9, 1997, Gil Amelio was ousted as CEO of Apple by the board of directors after overseeing a 12 year record low stock price and crippling financial losses. Jobs stepped in as the interim CEO to begin a critical restructuring of the company’s product line. He would eventually become CEO and is serving in that position to the present day.
At the 1997 Macworld Expo, Steve Jobs announced that Apple would be entering into partnership with Microsoft. Included in this was a five-year commitment from Microsoft to release Microsoft Office for Macintosh as well a US$150 million investment in Apple. It was also announced that Internet Explorer would be shipped as the default browser on the Macintosh. Microsoft chairman Bill Gates appeared at the expo on-screen, further explaining Microsoft’s plans for the software they were developing for Mac, and stating that he was very excited to be helping Apple return to success.
https://www.youtube.com/watch?v=PEHNrqPkefI
Transcript Macworld Expo, Boston, August-06-1997
Steve Jobs:
Now I’d like to talk about meaningful partners. Apple lives in an ecosystem, and it needs help from other partners. It needs to help other partners. And relationships that are destructive don’t help anybody in this industry as it is today. So during the last several weeks, we have looked at some of the relationships, and one has stood out as a relationship that hasn’t been going so well but had the potential, I think, to be great for both companies. And I’d like to announce one of our first partnerships today, a very, very meaningful one. And that is one with Microsoft. [Mix of applause and boos.]
I’d like to take you through this. The discussions actually began because there were some patent disputes. And, rather than … [Laughter.]
I know. Rather than repeating history, I’m extremely proud of both companies that they have resolved these differences in a very, very professional way. And this has led, I think, to an overall relationship that we’re announcing today that has got several parts to it, and we’re extremely excited about.
First part of it is a patent settlement and cross-license. The two companies have received a full cross-license for all patents that exist and for patents that are filed within the next five years. It has been a very serious patent settlement. The second part of this is, Microsoft is committing to release Microsoft Office on Macintosh for the next five years. They are going to release the same number of major releases as they release on Windows during that time. Their first release, they’re going to target to have it out near the end of the year, it might slip a few months into next year, but they’re working real hard on it, and it looks very, very good.
Next, we have taken a look at browsers out there and Apple has decided to make Internet Explorer its default browser on the Macintosh. [Audience boos.] Since we believe in choice, we’re going to be shipping other Internet browsers, as well, on the Macintosh, and the user can, of course, change their default should they choose to. [Applause]
But we believe that Internet Explorer is a really good browser, and we think it’s going to make a fine default browser. Java. We are going to be collaborating with Microsoft on Java to ensure that we can get the best from each other and ensure that there’s compatibility between our virtual machines. We think that will serve everybody’s interests. And lastly, Microsoft is making an investment in Apple. Microsoft is buying $150 million worth of Apple stock at market price. It is non-voting shares. [Cheers]
And they’ve agreed not to sell them for at least three years. So what this means is that Microsoft is going to be part of the game with us as we restore this company back to health, have a vested interest in that stock price going up. We’re going to be working together on Microsoft Office, on Internet Explorer, on Java. And I think that it’s going to lead to a very healthy relationship. So it’s a package announcement today. We’re very, very happy about it. We’re very, very excited about it. And I happen to have a special guest with me today via satellite downlink. And if we could get him up on the stage right now …
[Gates appears on screen. Mix of applause and boos.]
Bill Gates:
Some of the most exciting work that I’ve done in my career has been the work that I’ve done with Steve on the Macintosh. Whether it’s the first introduction or doing products like Mac Excel, these have been major milestones, and it’s very exciting to renew our commitment to the Macintosh. We have over 8 million customers using Microsoft software on the Macintosh. We make it very easy for people who use Macintosh to take their, their documents and work with all kinds of machines. We’re very excited about the new release we’re building. This is called Mac Office 98. We do expect to get it out by the end of this year. And we’ve got some, some real exciting features. It’s a product that’s going to require no setup. It’s going to be an easy transition from people in the past. And I think it’s going to really set a new benchmark for doing a good job with performance, and exploiting unique Mac features. In many ways it’s more advanced than what we’ve done on the Windows platform. [Applause.]
We’re also excited about Internet Explorer. And we’ve got a very dedicated team that’s down in California that works on that product. And the code is really specially developed for the Macintosh. It’s not just a port of what we’ve done in the Windows environment. [Applause.] And so we’re pleased to be supporting Apple. We think Apple makes a huge contribution to the computer industry. We think it’s going to be a lot of fun helping out, and we look forward to the feedback from all of you as we move forward doing more Macintosh software. Thanks. [Applause]
Steve Jobs:
Thank you, Bill. You know, where we are right now, is we’re shepherding some of the greatest assets in the computer industry. And if we want to move forward, and see Apple healthy and prospering again, we have to let go of a few things here. We have to let go of this notion that for Apple to win Microsoft has to lose. [Applause.] We have to embrace a notion that for Apple to win, Apple has to do a really good job. And if others are going to help us, that’s great, because we need all the help we can get. And if we screw up and we don’t do a good job, it’s not somebody else’s fault. It’s our fault. So I think that’s a very important perspective. I think if we want Microsoft Office on the Mac, we better treat the company that puts it out with a little bit of gratitude. We’d like their software. So the era of setting this up as a competition between Apple and Microsoft is over as far as I’m concerned. This is about getting Apple healthy, and this is about Apple being able to make incredibly great contributions to the industry, to get healthy and prosper again. The last perspective I’d like to leave with you on this is sometimes points of view can really make you look at things differently. Like for me, when I was looking at the statistics and it hit me that Apple is the largest education company in the world, that was like a bolt of lightning. That’s huge. What an incredible base to build off of. Another bolt of lightning is that Apple plus Microsoft equals 100 percent of the desktop computer market. And so, whatever Apple and Microsoft agree to do, it’s a standard. And I think that you’ll see us work with Microsoft more because they’re the only other player in the desktop industry and I think that you’ll want to see Microsoft work with Apple more because Apple is the only other player in the desktop industry. So I hope we have even more cooperation in the future because the industry wants it.
Lastly, I want to just talk a little about Apple and the brand and what it means, I think, to a lot of us. You know, I think you always had to be a little different to buy an Apple computer. When we shipped the Apple II, you had to think different about computers. Computers were these things you saw in movies, they occupied giant rooms. They weren’t these things you had on your desktop. You had to think differently because there wasn’t any software at the beginning. You had to think differently when a first computer arrived at a school where there had never been one before and it was an Apple II. I think you had to think really differently when you bought a Mac. It was a totally different computer, worked in a totally different way, used a totally different part of your brain. And it opened up a computer world for a lot of people who thought differently. You were buying a computer with an installed base of one. You had to think differently to do that. And I think you still have to think differently to buy an Apple computer. And I think the people that do buy them do think differently and they are the creative spirits in this world. They are the people that are not just out to get a job done, they are out to change the world. And they’re out to change the world using whatever great tools they can get. And we make tools for those kinds of people. So hopefully what you’ve seen here today are some beginning steps that give you some confidence that we, too, are going to think differently, and serve the people that have been buying our products since the beginning. Because a lot of times people think that they’re crazy. But in that craziness, we see genius, and those are the people we’re making tools for. Thank you very much.
Steve Jobs realized later that the image of Gates looming over him and the audience was a mistake. „I wanted him to come to Boston,“ Jobs told Walter Isaacson, author of the biography „Steve Jobs“. „That was my worst and stupidest staging event ever. It was bad because it made me look small, and Apple look small, and if everything was in Bill’s hands.“ Gates was also embarrassed when he saw the videotape of the event. „I didn’t know that my face was going to be blown up to looming proportions,“ he said.
