AD 216: Lecture 3

Two Lectures in One

1. Bernbach + Krone

2. Ad Techniques

A legendary creative team +

legendary ways to create ideas

AD 216: Lecture 3 + 4

Gina Collura, Creative Director

Helmut

Krone(1925-1996)

Helmut

Krone(1925-1996)

- Born and raised, NYC

- At 29, he took job as

an Art Director at DDB

- He was 1 of 4 ADs there

- Famous for print design:

- VW campaign

- Avis campaign

- Polaroid campaign

Helmut

Kronesaid

"The page… ought to be

a package for the product.

It should look like the product,

smell like the product...

Every company, every product,

needs its own package."

VW

+DDB

Original creative team:AD, Helmut Krone,

CW, Julian Koenig + CW/CD, Bill Bernbach.

There were 10 other writer/art director teams and they all matched

VW factory philosophy with

DDB advertising philosophy.

Bernbach

+ Krone

VW, Beetle Campaign, 1960’s

In print, VW's "Think Small" ad

challenged us…as the "ugly" Beetle

became the first successful imported

car and the ad campaign altered

advertising forever.

Helmut

Krone

- Helped VW “own” Futura Bold

- In fact, they still use it today

Helmut

Krone

Polaroid, 1958

A camera that has film that

develops itself in 60 seconds

Bernbach

told the

CEO of Avis

“Let us have 90 days to learn

your business and then you run

every ad where we tell you to put it

and just as we write it.

You don’t change a thing.”

Aka:

Rooted in human truths + insights

Helmut

Krone

For Avis, 1962-66

Little picture, no logo, big body copy, set in a

modified version of Eric Gill's Perpetua Bold.

"No one was using it," Krone said.

"I liked that it was so un-automotive.

Rather, it was bookish, literate."

He wanted people to read the copy. Perpetua

is still used in Avis's promotional material 40

years later. Like VW's Futura, Krone made a

choice, stuck with it, and made it stick.

AdTechniques

1. Exaggeration

2. Metaphor

3. Drama

4. Humor

1. Exaggeration

Push your idea to the limit.

Can you make it ridiculous?

Outrageous?

Can you exaggerate the product

benefit? The problem?

AdTechniques

2. Metaphor

A good metaphor paints

a picture that your reader

(or listener) can grasp

instantly.

AdTechniques

2. Examples of Metaphors

- I’m at the height of my career

- Life in the fast lane

- A blanket of

snow fell last night

AdTechniques

3. Drama

Can you create conflict

or some kind of tension?AdTechniques

4. Humor

Can you make it funny?

AdTechniques

Re-cap:

Krone + Bernbach

Still influencing

agencies + creatives

in adland today

Re-cap:

Ad Techniques

Keep them in mind for

your next few projects:

1. Exaggeration

2. Metaphor

3. Drama

4. Humor

Due Next Week:

Class 4

Ad from Article:

Work in teams to craft a creative brief for The Elio +

concept ideas

Read Fast Company article on “The Elio,”

a $6,800, three-wheeled, fuel-efficient vehicle

We will review your team brief + 3 roughs next week.