Peter Jennings "Change" Ad

In 1967, ABC teased viewers with a bold split-image of Peter Jennings’ face: one side in black and white, the other in color. The headline promised, “On January 9th, the News will change on ABC.” It was a visual mic drop signaling a major shift—TV news was going full color.

Marketing analysis

This ad nailed the art of visual storytelling. Without saying much, the image made you feel the transformation. It turned a technical upgrade into an emotional promise—“your world is about to change.”

Why it works

• Instant contrast grabs attention
• Visual metaphor communicates upgrade fast
• Short, punchy copy amplifies curiosity
• Links a brand change to a cultural moment

Examples

• Apple’s “Think Different” ads used Einstein and Gandhi to symbolize innovation.
• Spotify Wrapped transforms boring data into a colorful personal story.
• Dove’s “Real Beauty” campaign made a visual contrast between stereotypes and reality.