«“The campaign’s main proposition, Brains & Beauty, qualifies the M20 Personal Computer in its specificity: that is its leading technology and its accurate design. But Brains & Beauty also contains the attributes that traditionally best define the corporate identity of Olivetti throughout the world. The campaign was adapted in every country according to local marketing needs. In contrast, I followed a different line for the messages that supported the re-launching of the electronic typewriters; they reflect a strong commercial positioning. The tone is deliberately ironic, at times provocative; the lay-outs are linear, essential, following a concise syntax. Two communication approaches that could characterize Olivetti’s international advertising today”. (Jorge Fuentes)» (31)
161