IBM pulled a genius move with the Selectric Typewriter launch: instead of showing the whole machine, they zoomed in on one weird, shiny metal ball. That’s right—the golf-ball-looking thing that actually struck the letters.
Marketing analysis
This ad broke the rule of “don’t show the tech, show the benefit.” IBM made the tech itself look magical. The image made you curious, even if you didn’t care about typewriters. It turned a mechanical part into the star of the show.
Why it works
- Novelty grabs attention (nobody expected a ball instead of keys).
- Visual focus on one key innovation = easier story.
- Curiosity hooks—“what is that thing?”
- Turns a geeky detail into a symbol of progress.
Examples
- Apple’s M1 chip launch focused on the chip, not the laptop.
- Dyson vacuum ads highlight the cyclone mechanism, not just suction.
- Tesla shows the underbelly battery pack—because that’s the magic.
Analyzed by Swipebot
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