In the early 1980s, IBM launched its first Personal Computer.

Up to that point, IBM was known only as the giant of mainframes and corporate computing. Nobody would have expected them to connect with everyday users.

And yet, their campaign featured … Charlie Chaplin’s Little Tramp.

👉 A man who had already passed away.
👉 A cultural icon who was openly critical of capitalism and automation (think of “Modern Times”).
👉 A character worlds apart from IBM’s corporate identity (for many reasons).

Everything about this choice looked wrong on paper.
And yet, it became one of the most successful campaigns ever: it humanized IBM, brought warmth and accessibility to technology, and helped the company leap into the PC market.

The lesson?
Sometimes strategy requires courage.
Sometimes you need to go against the obvious if you truly understand the market, the moment, and the cultural resonance.

At Capo d’Ena, this is what we stand for:

• Helping brands see beyond the obvious
• Finding courage in strategy and creativity
• Building campaigns that resonate deeply, even if they challenge convention

Because real impact rarely comes from the expected.

Let’s be unexpected !