IBM Selectric Typewriter Print Ad

Look at this IBM typewriter ad. The top half is blank. Totally empty. That’s the visual punchline. The ad tells you this typewriter can “erase mistakes” and then shows you… no mistakes at all.

Why This Ad Hits Hard

• The blank space shows the feature instead of just telling it.
• It uses contrast—the top blank, the bottom busy—to create visual tension.
• The copy is short, confident, and conversational.
• The product benefit is instantly clear: peace of mind for anyone who types.

Similar Smart Moves

• Apple’s iPod ads showed dancing silhouettes, not the device.
• Dyson’s vacuum demos literally sucked dirt live.
• Blendtec’s “Will It Blend?” proved durability through destruction.
• Volvo’s split stunt showed stability without a single spec sheet.

Simple. Visual. Memorable. That’s what makes ads stick.