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"We tried to find out what people think of advertising... We're not even hated! They ignore us. So the most important thing as far as I'm concerned is to be fresh, to be original...to be able to compete with all the shocking news events in the world today, with all the violence. Because you can have all the right things in an ad, and if nobody is made to stop and listen to you, you've wasted it. And we in America are spending so darn much money for efficiency, to measure things, that we're achieving boredom like we've never achieved before. We're right about everything, but nobody looks." (pg. 14)
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I love this quote from William Bernbach.
His ads created the Volkswagen Beetle craze.
The Beetle is still the 4th most popular car of all time.
What was his secret?
He created ideas that made people look...
Creative Advertising Examples
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"One of the problems is worship of research. We're all concerned about the facts we get, and not enough concerned about how provocative we make them to consumers."
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For example, take a look at this ad (and headline)...
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We tried. But no amount of pivoting or faking could squeeze the Philadelphia 76ers' Wilt Chamberlain into the front seat of a Volkswagen.
So if you're 7'1" tall like Wilt, our car is not for you. But maybe you're a mere 6'7".
In that case, you'd be small enough to appreciate what a big thing we've made of the Volkswagen...
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This ad wasn't an accident.
William Bernbach created dozens more, just as powerful as this one.
And if you dig deep enough, you'll find the source behind William Bernbach's thinking process.
He wrote this in an old book:
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"We are indebted to Mr. Young for getting to the heart of the matter. The result of many years of work in advertising have proved to him that the key element in communications success is the production of relevant and dramatic ideas. He not only makes his point vividly for us but shows us the road to that goal."
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Click here to see his system...
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