Campaign photograph from Blown Away, launched in 1979. Current Maxell reproduction; not a complete period advertisement.— Scali, McCabe, Sloves; photograph: Steve Steigman / Maxell
Blown Away
- Brand:
- Maxell
- Agency:
- Scali, McCabe, Sloves
Timeless principle
Show the effect of an invisible benefit on something the audience can see.
The idea
Give sound a physical force that can be understood in a silent picture.
Why it works
The image makes an invisible experience visible. Hair, clothing and the tilted glass all register the same blast, directing our eye from the speaker to the listener. The room is spare enough for those small disruptions to read immediately. His seated composure adds humor: this extraordinary force appears to be an ordinary part of listening. A photograph cannot play the recording, but it can show how the recording should feel. That clear physical metaphor gives the campaign an image people can recognize without its headline.
Tags
- Classic Print
- Photography
- Visual Metaphor
- Music