In the world of technology and media, the name Maxell has long become synonymous with high-quality recording products, especially when it comes to cassette tapes. Maxell’s indisputably brilliant advertising moment came with a simple image. Their iconic “Blown Away Guy” 1979 ad remains one of the most memorable symbols of the cassette era. So how did this visual-audio icon come to fruition? The ad campaign was simple: visually represent how Maxell’s cassettes could reproduce sound with such a degree of high fidelity that it felt almost like being in the midst of the music itself. The shoot took place in a studio with a minimal set. The model for the campaign was makeup artist Jac Colello, who had once worked for David Bowie. The chair — a Le Corbusier LC2 — was chosen to convey a sense of sophistication, and the model was posed in a way that made it seem like he was gripping its arms for dear life. In the print ads, the blowing effect was created without any actual wind being involved. Instead, the team used strategic placement of the man’s scarf and other props — and an abundance of hair spray! — to give the illusion that the man was literally being blown away by the sound. The poster made such an impact that TV commercials and other image-related merchandise soon followed. The Blown Away Guy represented the idea that Maxell tapes could provide superior listening experience…….until they got pushed out of the market by CDs in the 1990s.
