IBM:
“Memories”

Client: IBM Corporation
Writer: Barry Hoffman
Art Director: Jean Marcellino
Agency: Lord Geller Federico Einstein
Illustration: Marvin Mattelson

The client request was for a high tech ad. IBM wanted to tell the amazing story of the importance of silicon, derived from sand,  to the development of the computer chip. But the message had to be comprehensible to a general audience. When we focused on the word “memory,” we thought we’d arrived at the exact common thread. Sand may be the basis of silicon, but it also calls to mind pleasant beach vacations from the past. Memories. Alas, this ad never ran. In the end, it was felt to be too unsophisticated for the scientific readership, yet too arcane for the rest of the population.