The original ad was put together by hand by the top retouchers of the day, Spano Rocanova.
Steigman played with the idea of doing it as a sample but never did it. Maxell, the client, thought the ad was too radical and killed it. It was the same style and visual as original ad but instead of the stereo there was a window with an atomic bomb going off in the distance and the figure in the chair turning into an Xray. There was also another ad that was never produced. There was a subsequent Ad with the roof of a Porsche blowing up in the air. The creative director was Lars Anderson who was the stereotype, cool, good looking “Madmen” type of creatives in the 70″s. The Agency that created the add was Scali McCabe Sloves, which was one of the hottest agencies on Madison Avenue. Steigman would say, “Just book em in and I will find a way to shoot them”. He would have assignments almost every day and some days have double bookings. There was a point when he was considered one of the Premiere photographers in the country. Steve Steigman was considered a Top commercial photographer at the time but this shot catapulted him into the top level. It is hard to believe that it was taken 35 years ago. In the television versions, either Wagner’s Ride of the Valkyries or Mussorgsky’s Night on Bald Mountain was the music responsible for those powerful waves.
#Maxell blown away poster tv
It was so popular that it was expended into a TV ad campaign. The photo was instantaneously a hit, a powerful statement that music has power and force to move the mind and the soul. The lampshade, tie and martini glass were also likewise tied to fishing lines. To achieve the wind-blown position, Steigman put tonnes of hairspay on the model’s hair, and tied some hair strands to the ceiling with fishing lines. Steigman wanted a model with long hair (for obvious reasons), but when a model could not easily be found, Steigman used a makeup man working for his ad agency Scali, McCabe, Sloves.
Who actually modeled for the ad is unclear. The ads showed hair and tie of a man sitting in a Le Corbusier chair - along with the lampshade and martini glass next to him - being blown back by the tremendous sound from speakers in front of him. The ad for Hitachi Maxell, the Japanese manufacture of stereos has since been parodied from Family Guy to P.Diddy, and to this day, has been recycled and reused by Maxell is its ad campaigns. In that rarified company of Marlboro Man and Benetto Pieta belongs this 1978 photograph by Steven Steigman, which would later be known as the Blown-away Man. Rarely has an advertising image been hailed as a pop culture icon.
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