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