AD 216: Lecture 2

The Creative Revolution

Led by a guy from the Bronx

AD 216: Lecture 2Gina Collura, Creative Director


Bill Bernbach (1911-1982)


Bill Bernbach (1911-1982)

1933: Worked in mailroom, Distillery company + asked to make ads

1940: William Weintraub agency with legendary designer, Paul Rand

1943: Worked at Grey Advertising (CW to CD by 1947 + 35 years old)

1949: Started Doyle Dayne Bernbach

(DDB)


But first, Bill’s partnership with Paul Rand

- They went to art galleries + museums

- They had “art” + “copy” work together


Paul Rand on Bill

[Bernach is] “akin to Columbus discovering America…”


Paul Rand on Bill

“This was my first encounter with a CW who understood

visual ideas and who didn’t come in with a yellow copy pad and a

preconceived notion of what the layout should look like.”


Bill on Bill

https://www.youtube.com/watch?v=ZZCUkFDfe2Q

Their work


Let’s flash back to the 1950s:

What was happening in Advertising + Pop Culture

that encouraged Bill’s Creative Revolution?

Yes, these are real ads

1960’s: This was in almost every home



Before Bill + DDB…

- Copywriters wrote copy (on a typewriter) and then

handed it off to their Art Director to “draw up”

The Bill/DDB way:

A fresh, provocative, reality-based creativity–that replaced the

fantasy-filled advertising.The Creative Revolution

The Bill/DDB way:

- Art Directors + Copywriters “concept” ideas together

- Advertising ideas were “big,” yet simple

- Ideas were rooted in a “truth”


The Bill/DDB way:

He insisted on learning how his client's products related to

consumers + what human qualities and emotions came into play.

What’s the insight?

What’s the human truth?


Before Bernbach After Bernbach

"The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what

you're saying if they don't listen to you, and they won't listen to you if

you're not interesting, and you won't be interesting unless you say things

imaginatively, originally, freshly."

Bernbach said

”An idea can turn to dust or magic, depending on the talent

that rubs against it."

Bernbach said

"Rules are what the artist breaks; the memorable,

never emerged from a formula."

Bernbach said

Famous DDB campaigns

https://www.youtube.com/watch?v=KS8yzny-pmM

VW Beetle, 1966


https://www.youtube.com/watch?v=B2ZeIoLz8FE&list=PL1C140095B5D7F5E9

American Tourister Luggage, 1970


https://www.youtube.com/watch?v=vYEXzx-TINc&index=4&list=PL1C140095B5D7F5E9

Life Cereal, 1972


https://www.youtube.com/watch?v=wjTFYhoku_E

Cracker Jack, Cannes Lion Winner, 1970’s



Bernbach’s impact + influence continues today.

https://www.youtube.com/watch?v=SAVDgMkuJQM

He was ranked # 1 on Advertising Age's “20th century honor roll of advertising's most influential people.”influential people.

“Let us blaze new trails. Let us prove to the world that good taste, good art, and good writing can be good selling.”

- Memo sent to Grey employees, May 15, 1947

Due Next Week: Class 3

Make it better:

Refined/Polished ad from a photo

- Wall Critique of single page (8 ½ x

11) or spread (11 x 17)

Marketing

AD 216: Lecture 2