Maxell
Encyclopedia
, commonly known as Maxell, is a Japan
ese company which manufactures consumer electronics
. The company's notable products are batteries
-- the company's name is a contraction of "maximum capacity dry cell" -- and recording media, including audio cassettes and blank VHS tapes, and recordable optical discs like CD-R/RW and DVD±RW. But the company also sells electronics and several kinds of accessories, ranging from CD and DVD laser cleaners to storage boxes. On March 4, 2008 Maxell announced that they would no longer manufacture their optical media, but would start contracting other companies to manufacture Maxell media.
. In 1961, Maxell Electric Industrial Co., Ltd. was created out of the dry battery and magnetic tape divisions of Nitto Electric Industrial Co., Ltd. (now Nitto Denko Corp.
).
In the 1980s, Maxell became an icon of pop culture when it produced advertisements popularly known as "Blown Away Guy" for its line of audio cassettes. The original campaign began as a trade ad in 1980 and was made into TV spots in 1979 which ran throughout the 1980s. Steve Steigman was the photographer and Richard Wagner
's "Ride of the Valkyries
" was used for music. In the UK the music used was "Night on Bald Mountain" by Modest Mussorgsky
.
The ads depict a man sitting low in a (Le Corbusier
) LC2 high armed chair (on the right side of the screen) in front of, and facing, a JBL L100 speaker (the left side of the screen). His hair and necktie
, along with the lampshade to the man's right and the martini glass on the low table to the man's left, are being blown back by the tremendous sound from speakers in front of him — supposedly due to the audio accuracy of Maxell's product. He is shown desperately clinging to the armrests but defiantly looking ahead at the source of the music through sunglasses
, though calmly catching his drink before it slides off the end table. Television commercials showed the chair, as well as a drink and nearby lamp, moving back away from the stereo by the strong force of the sound waves. The image became the de facto
standard of those who believed their stereo equipment had sufficient power or accuracy to move the mind and the soul. The model for the UK (not US) ad campaign was musician Peter Murphy of the group Bauhaus
. The model for the US campaign, however, was the makeup artist hired for the shoot by photographer Steve Steigman. The impact of the advertising campaign on popular culture still resonates today: "Blown Away Guy" was recently parodied on the popular animated television
show "Family Guy
" in the episode "Model Misbehavior". This is only the most recent in countless parodies over the years, which includes a parody in the John Ritter
film Stay Tuned, (which featured a character's head being blown off by a "Max-Hell" tape). In the 2010 movie Jackass 3D
, the commercial is parodied with Ryan Dunn sitting in the chair, while the blast from a Jet Engine send the set blowing away.
The original soundtrack of the first TV ad read, "After 500 plays, Maxell still delivers high fidelity." This durability and quality message did not have the staying power of the "blow away" image, which still lives today.
On December 12, 2005, Maxell decided to bring "Blown Away Guy" back due to its popularity. As Maxell now makes blank DVDs and CDs, headphones and speakers in addition to mainstays such as blank audio and video tape, the ads have been updated with photos of iPods and accessories underneath the image. "Get blown away" is the headline while copy urges consumers to use Maxell accessories to "make your small iPod sound like a huge audio system."
The music video for P. Diddy's
song 'Tell Me'
, is somewhat reminiscent of the "Blown Away Guy" ad.
, NIAIST, and Fuji Heavy Industries
(the parent company of Subaru
, makers of the R1e electric car), has developed a new chemistry for lithium-ion batteries. Part of the change is dropping the expensive cobalt
element and using "nano-infused lithium
" with manganese
, with 20 times more power storage, and the ability to mass-produce it inexpensively.
Maxell audio cassettes are available in 60, 90, 120 and 150 minute lengths.
line. Compared to 3.5" floppies, they are thicker and the metal cover protecting the disk is inside the plastic casing, not outside. Typical data carrying capacity was about 180 kB on each side.
Apart from Amstrad's other 3" machines (the PCW
and the ZX Spectrum +3), the few other computer systems to use these disks included the Sega SF-7000 and CP/M systems such as the Tatung Einstein
and Osborne
machines. They also found use on embedded systems.
The 3" disks themselves were usually known as "discs" on the CPC, following the spelling on the machine's plastic casing and conventional non-American spelling.
Japan
Japan is an island nation in East Asia. Located in the Pacific Ocean, it lies to the east of the Sea of Japan, China, North Korea, South Korea and Russia, stretching from the Sea of Okhotsk in the north to the East China Sea and Taiwan in the south...
ese company which manufactures consumer electronics
Electronics
Electronics is the branch of science, engineering and technology that deals with electrical circuits involving active electrical components such as vacuum tubes, transistors, diodes and integrated circuits, and associated passive interconnection technologies...
. The company's notable products are batteries
Battery (electricity)
An electrical battery is one or more electrochemical cells that convert stored chemical energy into electrical energy. Since the invention of the first battery in 1800 by Alessandro Volta and especially since the technically improved Daniell cell in 1836, batteries have become a common power...
-- the company's name is a contraction of "maximum capacity dry cell" -- and recording media, including audio cassettes and blank VHS tapes, and recordable optical discs like CD-R/RW and DVD±RW. But the company also sells electronics and several kinds of accessories, ranging from CD and DVD laser cleaners to storage boxes. On March 4, 2008 Maxell announced that they would no longer manufacture their optical media, but would start contracting other companies to manufacture Maxell media.
History
Maxell was formed in 1960 when a dry cell manufacturing plant was created at the company's headquarters in Ibaraki, OsakaIbaraki, Osaka
is a city located in Osaka, Japan. It is a suburban city of Osaka city and a part of Kyoto-Osaka-Kobe metropolitan area. Literally Ibaraki in English means Wild Trees or Thorny trees....
. In 1961, Maxell Electric Industrial Co., Ltd. was created out of the dry battery and magnetic tape divisions of Nitto Electric Industrial Co., Ltd. (now Nitto Denko Corp.
Nitto Denko
is a Japanese company which produces tapes, vinyl, LCDs, insulation, and several other products. It was founded in 1918 to produce electrical insulation and it survived World War II, despite the destruction of its central offices.-Products:...
).
Ad campaign
Richard Wagner
Wilhelm Richard Wagner was a German composer, conductor, theatre director, philosopher, music theorist, poet, essayist and writer primarily known for his operas...
's "Ride of the Valkyries
Ride of the Valkyries
The Ride of the Valkyries is the popular term for the beginning of Act III of Die Walküre, the second of the four operas by Richard Wagner that comprise Der Ring des Nibelungen. The main theme of the Ride, the leitmotif labelled Walkürenritt, was first written down by the composer on 23 July 1851...
" was used for music. In the UK the music used was "Night on Bald Mountain" by Modest Mussorgsky
Modest Mussorgsky
Modest Petrovich Mussorgsky was a Russian composer, one of the group known as 'The Five'. He was an innovator of Russian music in the romantic period...
.
The ads depict a man sitting low in a (Le Corbusier
Le Corbusier
Charles-Édouard Jeanneret, better known as Le Corbusier , was a Swiss-born French architect, designer, urbanist, writer and painter, famous for being one of the pioneers of what now is called modern architecture. He was born in Switzerland and became a French citizen in 1930...
) LC2 high armed chair (on the right side of the screen) in front of, and facing, a JBL L100 speaker (the left side of the screen). His hair and necktie
Necktie
A necktie is a long piece of cloth worn for decorative purposes around the neck or shoulders, resting under the shirt collar and knotted at the throat. Variants include the ascot tie, bow tie, bolo tie, and the clip-on tie. The modern necktie, ascot, and bow tie are descended from the cravat. Neck...
, along with the lampshade to the man's right and the martini glass on the low table to the man's left, are being blown back by the tremendous sound from speakers in front of him — supposedly due to the audio accuracy of Maxell's product. He is shown desperately clinging to the armrests but defiantly looking ahead at the source of the music through sunglasses
Sunglasses
Sunglasses or sun glasses are a form of protective eyewear designed primarily to prevent bright sunlight and high-energy visible light from damaging or discomforting the eyes. They can sometimes also function as a visual aid, as variously termed spectacles or glasses exist, featuring lenses that...
, though calmly catching his drink before it slides off the end table. Television commercials showed the chair, as well as a drink and nearby lamp, moving back away from the stereo by the strong force of the sound waves. The image became the de facto
De facto
De facto is a Latin expression that means "concerning fact." In law, it often means "in practice but not necessarily ordained by law" or "in practice or actuality, but not officially established." It is commonly used in contrast to de jure when referring to matters of law, governance, or...
standard of those who believed their stereo equipment had sufficient power or accuracy to move the mind and the soul. The model for the UK (not US) ad campaign was musician Peter Murphy of the group Bauhaus
Bauhaus (band)
Bauhaus was an English rock band formed in Northampton in 1978. The group consisted of Peter Murphy , Daniel Ash , Kevin Haskins and David J . The band was originally Bauhaus 1919 before they dropped the numerical portion within a year of formation...
. The model for the US campaign, however, was the makeup artist hired for the shoot by photographer Steve Steigman. The impact of the advertising campaign on popular culture still resonates today: "Blown Away Guy" was recently parodied on the popular animated television
Television
Television is a telecommunication medium for transmitting and receiving moving images that can be monochrome or colored, with accompanying sound...
show "Family Guy
Family Guy
Family Guy is an American animated television series created by Seth MacFarlane for the Fox Broadcasting Company. The series centers on the Griffins, a dysfunctional family consisting of parents Peter and Lois; their children Meg, Chris, and Stewie; and their anthropomorphic pet dog Brian...
" in the episode "Model Misbehavior". This is only the most recent in countless parodies over the years, which includes a parody in the John Ritter
John Ritter
Jonathan Southworth "John" Ritter was an American actor, voice over artist and comedian perhaps best known for having played Jack Tripper and Paul Hennessy in the ABC sitcoms Three's Company and 8 Simple Rules, respectively...
film Stay Tuned, (which featured a character's head being blown off by a "Max-Hell" tape). In the 2010 movie Jackass 3D
Jackass 3D
Jackass 3D is a 2010 American 3D comedy film and the fourth film in the Jackass series. It was released on October 15, 2010 by Paramount Pictures and MTV Films to American theaters and marked the 10th anniversary of the franchise, which started in 2000...
, the commercial is parodied with Ryan Dunn sitting in the chair, while the blast from a Jet Engine send the set blowing away.
The original soundtrack of the first TV ad read, "After 500 plays, Maxell still delivers high fidelity." This durability and quality message did not have the staying power of the "blow away" image, which still lives today.
On December 12, 2005, Maxell decided to bring "Blown Away Guy" back due to its popularity. As Maxell now makes blank DVDs and CDs, headphones and speakers in addition to mainstays such as blank audio and video tape, the ads have been updated with photos of iPods and accessories underneath the image. "Get blown away" is the headline while copy urges consumers to use Maxell accessories to "make your small iPod sound like a huge audio system."
The music video for P. Diddy's
Sean Combs
Sean John Combs , also known by his stage names Diddy and P. Diddy, is an American rapper, singer, record producer, actor, and entrepreneur. He has won three Grammy Awards and two MTV Video Music Awards, and his clothing line earned a Council of Fashion Designers of America award. He was originally...
song 'Tell Me'
Tell Me (Diddy song)
"Tell Me" is the second single from Diddy's 2006 album, Press Play. The song features Christina Aguilera and is produced by Just Blaze. According to All Access, the single hit radio stations on November 7, 2006.-Background:...
, is somewhat reminiscent of the "Blown Away Guy" ad.
Batteries
Hitachi Maxell, along with Nagasaki UniversityNagasaki University
is a national university of Japan. Its nickname is Chōdai . The main campus is located in Bunkyo-machi, Nagasaki City, Nagasaki Prefecture, Japan.- History :...
, NIAIST, and Fuji Heavy Industries
Fuji Heavy Industries
, or FHI, is a Japanese transportation conglomerate most known for being the manufacturer of Subaru automobiles. It traces its roots to the Nakajima Aircraft Company, a leading supplier of airplanes to the Japanese government during World War II...
(the parent company of Subaru
Subaru
; is the automobile manufacturing division of Japanese transportation conglomerate Fuji Heavy Industries .Subaru is internationally known for their use of the boxer engine layout popularized in cars by the Volkswagen Beetle and Porsche 911, in most of their vehicles above 1500 cc as well as...
, makers of the R1e electric car), has developed a new chemistry for lithium-ion batteries. Part of the change is dropping the expensive cobalt
Cobalt
Cobalt is a chemical element with symbol Co and atomic number 27. It is found naturally only in chemically combined form. The free element, produced by reductive smelting, is a hard, lustrous, silver-gray metal....
element and using "nano-infused lithium
Lithium
Lithium is a soft, silver-white metal that belongs to the alkali metal group of chemical elements. It is represented by the symbol Li, and it has the atomic number 3. Under standard conditions it is the lightest metal and the least dense solid element. Like all alkali metals, lithium is highly...
" with manganese
Manganese
Manganese is a chemical element, designated by the symbol Mn. It has the atomic number 25. It is found as a free element in nature , and in many minerals...
, with 20 times more power storage, and the ability to mass-produce it inexpensively.
Audio Cassettes
During the height of the Compact Audio Cassette's popularity, Maxell's audio cassettes were held in high regard, producing some of the finest examples of the standard available. The performance of the XLIIS (CrO2) and MX (pure metal particles) cassettes was regarded by many to be the ultimate achievement in the pre-digital domestic recording medium.Maxell audio cassettes are available in 60, 90, 120 and 150 minute lengths.
Floppy disks
Maxell also produced floppy disks in the unusual 3" format, which came to be used in computers such as the Amstrad CPCAmstrad CPC
The Amstrad CPC is a series of 8-bit home computers produced by Amstrad between 1984 and 1990. It was designed to compete in the mid-1980s home computer market dominated by the Commodore 64 and the Sinclair ZX Spectrum, where it successfully established itself primarily in the United Kingdom,...
line. Compared to 3.5" floppies, they are thicker and the metal cover protecting the disk is inside the plastic casing, not outside. Typical data carrying capacity was about 180 kB on each side.
Apart from Amstrad's other 3" machines (the PCW
Amstrad PCW
The Amstrad PCW series was a range of personal computers produced by British company Amstrad from 1985 to 1998, and also sold under licence in Europe as the "Joyce" by the German electronics company Schneider in the early years of the series' life. When it was launched, the cost of a PCW system was...
and the ZX Spectrum +3), the few other computer systems to use these disks included the Sega SF-7000 and CP/M systems such as the Tatung Einstein
Tatung Einstein
The Tatung Einstein was an eight-bit home/personal computer produced by Taiwanese corporation Tatung, designed in Bradford, England at Tatung's research laboratories and assembled in Bridgnorth and Telford, England. It was aimed primarily at small businesses....
and Osborne
Osborne Computer Corporation
The Osborne Computer Corporation was a pioneering maker of portable computers.-The Osborne 1:After Adam Osborne sold his computer book-publishing company to McGraw-Hill in 1979, he decided to sell an inexpensive portable computer with bundled software and hired Lee Felsenstein to design it...
machines. They also found use on embedded systems.
The 3" disks themselves were usually known as "discs" on the CPC, following the spelling on the machine's plastic casing and conventional non-American spelling.
See also
- List of digital camera brands
- Cassette demagnetizerCassette demagnetizerA cassette demagnetizer is a device that removes the magnetic field that is built up from the use of audio cassettes in a cassette deck.Over time, the passage of magnetically charged cassette tape over the metallic parts of the tape deck will impart a magnetic polarity that can impair the ability...
An article with a picture of a Maxell cassette demagnetizer.