Maxell

Maxell was formed in 1960, when a dry cell manufacturing plant was created at the company's headquarters in Ibaraki, Osaka. In 1961, Maxell Electric Industrial Company, Limited was created out of the dry battery and magnetic tape divisions of Nitto Electric Industrial Company, Limited (now Nitto Denko Corporation).

On March 18, 2014, the company was listed on the First Section of the Tokyo Stock Exchange.{{cite web |url=http://www.maxell.co.jp/dbps_data/_template_/_user_/_SITE_/localhost/_res/htdocs/news/2014/news_en140318_1.pdf |title=Hitachi Maxell Announces Listing on First Section of Tokyo Stock Exchange |date=March 18, 2014 |access-date=March 23, 2014 |archive-url=https://web.archive.org/web/20140323230816/http://www.maxell.co.jp/dbps_data/_template_/_user_/_SITE_/localhost/_res/htdocs/news/2014/news_en140318_1.pdf |archive-date=March 23, 2014 }} In 2013, Maxell, Ltd. acquired Hitachi Consumer Electronics, Co., Ltd.'s projector design, development and manufacturing assets and resources. On October 1, 2019, Maxell Corporation of America announced it would assume responsibility for all operations related to both Hitachi- brand and Maxell-brand projector products and accessories in the North American market.

Maxell, along with Nagasaki University, NIAIST, and Subaru Corporation (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 twenty times more power storage, and the ability to mass-produce it inexpensively.[http://www.treehugger.com/files/2008/06/hitachi-maxell-lithium-ion-battery-manganese-subaru.php Hitachi Maxell Claims Huge Lithium-Ion Battery Breakthrough. Too Good to be True? : TreeHugger]

File:Compact Cassette Maxell XL II 90 IMG 8498.JPG

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 XLII-S (CrO₂) and MX (pure metal particles) cassettes was highly regarded in the pre-digital domestic recording medium.

Until the beginning of 2020, Maxell still produced UR ferric-oxide-based cassettes for the international market. Maxell has since stopped distributing their UR cassettes outside of Japan.{{Citation needed|date=July 2020}} However in 2023 Maxell has started producing and selling UR cassettes outside of Japan on online marketplaces such as Amazon. {{Citation needed|date=May 2024}}

File:Maxell Branded DVD-R.JPG

Since November 2006 the Taiwanese Ritek corporation became exclusive producer of Maxell CD-Rs and DVDs.{{cite web |url=https://www.cdrinfo.com/d7/content/ritek-become-exclusive-odm-maker-hitachi-maxell |title=14 November 2006, Ritek to Become Exclusive ODM Maker for Hitachi Maxell |date=November 14, 2006 |access-date=September 13, 2020}}

Maxell now assumes responsibility for all Hitachi-brand and Maxell-brand LCD projectors and laser projectors, as well as the Lecture Capture Collaboration Station.{{cite web |url=https://www.it-markt.ch/news/2019-02-14/ise-2019-warum-nun-maxell-steht-wo-zuvor-hitachi-stand |title=14 February 2019, ISE 2019: Warum nun Maxell steht, wo zuvor Hitachi stand |date=February 14, 2019 |access-date=September 13, 2020}} Maxell projectors are available in a range of lumens, resolutions, sizes, and colors for classrooms, conference rooms, houses of worship, and venues.

File:Blown Away Guy - Maxell ad.jpg

"Blown Away" (US)

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 campaign began as a two-page advertising spread in Rolling Stone magazine in 1980. The photo shows a man sitting low in a (Le Corbusier Grand Confort LC2{{cite news|last=Colman|first=David|title=POSSESSED; Designer, Recumbent|url=https://www.nytimes.com/2004/05/30/style/possessed-designer-recumbent.html|access-date=5 April 2014|newspaper=New York Times|date=30 May 2004}}) high armed chair (on the right side of the spread) in front of, and facing, a JBL L100 speaker (the left side of the spread). 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. The man is shown desperately clinging to the armrests but defiantly looking ahead at the source of the music through sunglasses.

The ad campaign was conceived by Art Director Lars Anderson. Steve Steigman was the photographer. Steigman wanted a male model with long hair in order to show the effect of the wind, but when such a model could not be found on the day of the shoot, they used the makeup artist who was hired for the shoot, Jac Colello.{{cite news|url=https://www.nytimes.com/2006/07/05/business/media/05adco.html|title=The 'Blow-Away Guy' Rides Again|author=Elliot, Stuart |work=The New York Times | date=July 5, 2006 | access-date=May 4, 2010}}

The same concept was used for television spots in 1981 which ran throughout the 1980s. These commercials showed nearly the same image as the print ad, but with the chair, a drink and nearby lamp all being pushed away from the stereo by the strong force of the sound waves, though the man calmly catches his drink before it slides off the end table.{{YouTube|RBauT4ADKbw|1980s Maxell Tape Commercial}} Richard Wagner's "Ride of the Valkyries" was used for music.

The "blown away guy" image became quite popular, and has been copied and parodied numerous times, including in the 1992 John Ritter film Stay Tuned (where a character's head is blown off by a "Max-Hell" tape), in the 1995 episode "Marge Be Not Proud" of the animated Sitcom the Simpsons, in the 2005 episode "Model Misbehavior"{{YouTube|QLDN0jf9ayo|Family Guy nod to the 80s Maxell advert}} of animated sitcom Family Guy, and in the 2010 movie Jackass 3D, where Ryan Dunn sits in a chair while the blast from a jet engine sends the set blowing away. The comic strip Bloom County also parodied the ad in showing one of its characters, Milo Bloom, at home watching MTV.{{cite web | url=http://www.girlhacker.com/archives/11212 | title=Happy 30th Birthday MTV at GirlHacker's Random Log }}

In 2005, Maxell revived the "Blown Away Guy" ad campaign. As Maxell now made blank DVDs and CDs, headphones, speakers, and blank audio and video tape, the ads were updated with photos of iPods and accessories underneath the image. "Get blown away" was the headline, while the copy urged consumers to use Maxell accessories to "make your small iPod sound like a huge audio system".

"Misheard" (UK)

In 1989, advertising agency HHCL was commissioned by Hitachi Maxell to make two UK TV advertisements for its audio cassette range.{{Cite web |date=June 2, 1989 |title=Maxell 'israelites' by Howell Henry Chaldecott Lury |url=https://www.campaignlive.co.uk/article/maxell-israelites-howell-henry-chaldecott-lury/910132 |access-date=2025-01-09 |website=Campaign |language=en}} Both feature music fans, dressed appropriately for each genre, listening to two popular songs but mishearing the lyrics. The fans peel away cue cards, copying the style of Bob Dylan in Dont Look Back. The first ad{{Cite AV media |url=https://www.youtube.com/watch?v=clD6J9OmkJI |title=Maxell - Israelites (1989, UK) |date=2016-02-12 |last=The Hall of Advertising |access-date=2025-01-09 |via=YouTube}} uses the Desmond Dekker song Israelites, with the second{{Cite AV media |url=https://www.youtube.com/watch?v=Gib916jJW1o |title=The Skids,`Into The Valley`Maxell advert |date=2010-07-25 |last=rob jukes |access-date=2025-01-09 |via=YouTube}} using Into The Valley by The Skids. In both ads, the conclusion is that if the songs were recorded on Maxell tapes, the fidelity would be much greater and the proper lyrics could be heard.

Additionally, a separate ad on the theme of the American Blown Away campaign was filmed for the UK, with musician Peter Murphy of the group Bauhaus as the man in the chair, and Night on Bald Mountain by Modest Mussorgsky as the music.

• List of digital camera brands
• Cassette demagnetizer

{{Reflist}}

{{Commons category}}

• {{Official website|https://www2.maxell.co.jp/}}
• [http://www.hoovers.com/hitachi-maxell/--ID__119631--/free-co-factsheet.xhtml Company profile from Hoover's Online]
• {{YouTube|-uv1PxInJnY|1980s Maxell Tape Commercial}}
• {{YouTube|IBem3x7G6bc|UK version}}

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Category:Electronics companies established in 1960

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