There are many invariants in ads. Olivetti 60s ads aren't far from Apple's 2Ks ones. It's all geometry glamour in the promise of making life|work better. In retrospect Olivetti ads are borderline ridiculous, they made very nice typewriters and even calculators (HP took 'too' many hints even). But lots of it revolved around optimized furniture, swappable parts, customizable. 'Now you can have your favorite picture in your new olivetti desk' ..