Rarely has an advertising image been hailed as a pop culture icon. 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. 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.
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. Who actually modeled for the ad is unclear. 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. The model is identified only as Jack. 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. The lampshade, tie and martini glass were also likewise tied to fishing lines.
The photo was instantaneously a hit, a powerful statement that music has power and force to move the mind and the soul. It was so popular that it was expended into a TV ad campaign. 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.