Steve Hayden, Advertising visionary Behind Apple‘s “1984” and IBM‘s “e-business,” Dies at 78
New York, NY – August 29, 2024 – Steve Hayden, a towering figure in the advertising world responsible for some of the most culturally resonant and commercially accomplished campaigns of the modern era, passed away on august 27th at the age of 78. Hayden’s career spanned decades, leaving an indelible mark on brands like Apple, IBM, American Express, and Dove, and inspiring generations of creatives.
Hayden began his journey in advertising as a copywriter at General Motors in Detroit. However, it was his tenure at Chiat/Day in the 1980s that catapulted him to industry prominence. Partnering with Lee Clow and Brent Thomas, he conceived and executed Apple’s groundbreaking “1984” Super Bowl commercial. This cinematic masterpiece, introducing the Macintosh computer, wasn’t just an advertisement; it was a cultural event that fundamentally altered the landscape of advertising and demonstrated the power of merging technology with compelling storytelling.
His ability to blend creative vision with tangible business results led to a pivotal role as chairman and CEO of BBDO West. There,he not only secured but nurtured the Apple account for over a decade,solidifying his reputation as an advertising leader who understood the power of brand narrative.
In 1994, Hayden joined Ogilvy as vice chairman and chief creative officer, promptly facing a monumental challenge: consolidating IBM’s global advertising business – the largest account shift in advertising history at the time. He rose to the occasion, spearheading the launch of IBM’s “e-business” campaign, a transformative effort that revitalized the brand and redefined the category in the burgeoning digital age.His leadership also yielded award-winning campaigns for American Express, Kodak, Motorola, and the enduring “Real Beauty” campaign for Dove.
Beyond his strategic brilliance, Hayden was deeply valued as a mentor and collaborator. Shelly Lazarus, chairman emeritus of Ogilvy, eloquently captured the sentiment of many: “Steve Hayden was my partner. without him I would never have been able to do what I was able to do. Without him, Ogilvy would never have had the success that it had over so many years. Steve made it look easy. But there was brilliance behind every seemingly simple idea. And how much fun we all had together. I can’t quite believe that he’s gone. The world is a less good place. My gratitude for all that I got to share with Steve Hayden is endless. My love for him is forever.”
Industry peers echoed this praise. Chris Beresford-Hill, global chief creative officer of BBDO, stated, “The people that I look up to all looked up to Steve.That’s how big he was.” Bill Davaris, co-CEO of MALKA, who spent 18 years at Ogilvy under Hayden’s leadership, described him as ”an industry giant, our dearest mentor, our biggest role model, the funniest boss, and the kindest leader.”
Born Stephen Edward Hayden on May 21, 1947, in St. Louis, Missouri, to an internist father and opera singer mother, Hayden’s legacy extends far beyond the iconic campaigns he created. He leaves behind a lasting impact on the advertising world through the countless creatives he mentored and inspired.
He is survived by his longtime partner, Kristy Allen, his family, and a grateful industry.
Keywords: Steve Hayden, Advertising
