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The Creative Revolution:. 1960-1969 - Cultural Forces Countercultural movements “Break the rules” 1950-1969 - Business Forces A New Breed of Agencies A New communication style Three Influential individuals. Three Key Individuals. Bill Bernbach, Doyle Dane Bernbach (DDB). - PowerPoint PPT Presentation
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The Creative Revolution:
1960-1969 - Cultural Forces Countercultural movements
“Break the rules” 1950-1969 - Business Forces
A New Breed of Agencies A New communication style Three Influential individuals...
Three Key Individuals Bill Bernbach, Doyle Dane Bernbach (DDB)
Leo Burnett, Chicago, IL
Three Key Individuals
“If you reach for the stars, you might not get one, but you won’t come
up with a handful of
mud, either.”
David Ogilvy
Three Key Individuals
Came from UK to start agency – Ogilvy & Mather
Wrote books about advertising
Bill Bernbach Started as writer for head of World’s Fair
Meets Paul Rand at small ad agency
Moves to Grey - becomes Copy Chief
1949 - Starts “DDB” - Doyle Dane Bernbach
The DDB Style: Ohrbach’s - their first account.
The DDB Style: Ohrbach’s - their first account.
The DDB Style: Ohrbach’s - their first account.
The DDB Style: Ohrbach’s - their first account.
Levy’s - diversity w. “effective surprise”
Polaroid - dramatic visual demonstration
The DDB Style: Ohrbach’s - their first account.
Levy’s - diversity w. “effective surprise”
The DDB Style: Ohrbach’s - their first account.
Levy’s - diversity w. “effective surprise”
Polaroid - dramatic visual demonstration
Jamaica - one word and a visual...
3 Key Campaigns:
The DDB Style (cont):
Mobil - “We Want You to Live”
Avis - Helped inspire “Positioning”
3 Key Campaigns:
The DDB Style (cont):
VW - Campaign of The Century
3 Key Campaigns:
The DDB Style (cont):
A New Way of Creating Ads Writer/Art Director Team “The Concept”
A New Industry Standard - in every award show
“Ad Age” chose Bernbach as their “Ad Man of the Century”
The DDB Influence:
The Burnett Style “Inherent Drama” Red meat on a red background
Leo believed you could find it in almost anything. After all, it was “inherent”
Leo believed you could find it in almost anything.
The Burnett Style “Inherent Drama” Here’s how Leo’s agency captured the
wholesome personality of a Kellogg’s breakfast
The Burnett Style “Inherent Drama” Powerful, instinctive,
and long-lasting imagery Powerful, instinctive
The Burnett Style “Inherent Drama” The Lonely Maytag Repairman - a dramatic and engagingly human personification of reliability
The Lonely Maytag Repairman
The Burnett Style “Inherent Drama” So, how do you give personality
to a can of refrigerated dough?
The Burnett Style “Inherent Drama” OK, how about cans of peas
and corn?
OK then, how about new frozen vegetables?
The Burnett Style “Inherent Drama” Tuna fish?
Sorry, Charlie, we just want tuna that tastes good.
The Burnett Style “Inherent Drama” Cat food?
There’s a little bit of Morris in just about every cat owner’s cat.
The Burnett Style “Inherent Drama” Cookies?
Made by elves who live in a hollow tree, and we almost believe it.
Made by elves who live in a hollow tree,
The Burnett Style “Inherent Drama”
Time Magazine chose Leo Burnett as their “Ad Man of the Century”
It made Leo’s agency’s campaigns long-lasting and part of our culture “The glacier-like power of friendly familiarity.”
The Ogilvy The Ogilvy ApproachApproach
Now, let’s look at some early work by David Ogilvy.
He took classic lessons on copywriting and added his own wit and style
The result was advertising that added an extra value for the brand…
image
The Ogilvy The Ogilvy ApproachApproach
Craftsmanship Research - headline was from a British car magazine
Editing - all copy is tight and bright
Wit - upscale w/o being a snob
Rolls-Royce
The Ogilvy The Ogilvy ApproachApproach Story Value
Imagery - one small device - the eye patch - adds interest
Hathaway Shirts
The Ogilvy The Ogilvy ApproachApproach Story Value
Imagery - one small device - the eye patch - adds interest
Repetition - Ogilvy knew advertising takes time to build - this one device let him tell his story over and over.
Hathaway Shirts
The Ogilvy The Ogilvy ApproachApproach “Rules”
Here, a similar but different approach for Schweppes - why?
Because Ogilvy believed you should
Find out what works - and repeat it.
Schweppes
The Ogilvy The Ogilvy ApproachApproach
Ogilvy grew his agency into a world-class organization, with New generations of capable management
World-class clients Long-term relationships
Today?
DDBLeo BurnettOgilvy & Mather
