AD 216: Lecture 2
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The document discusses Bill Bernbach and his revolutionary approach to advertising as the founder of Doyle Dane Bernbach (DDB) in 1949. It describes how Bernbach believed advertising should be based on human truths and insights rather than fantasy. He pioneered collaborations between copywriters and art directors to develop big, simple ideas rooted in reality. Examples are given of DDB's famous campaigns for Volkswagen, American Tourister luggage, and Life cereal that exemplified Bernbach's style. His approach changed the industry by prioritizing creativity, originality, and imagination over rigid formulas. Bernbach is credited with starting an advertising creative revolution that still has influence today.
![The
Creative
Revolution
Paul Rand on Bill
[Bernach is] “akin to Columbus
discovering America…”](https://image.slidesharecdn.com/ginalecture2-140925091048-phpapp02/85/AD-216-Lecture-2-5-320.jpg)
AD 216: Lecture 2
- 1. The Creative Revolution Led by a guy from the Bronx AD 216: Lecture 2 Gina Collura, Creative Director
- 2. The Creative Revolution Bill Bernbach (1911-1982)
- 3. The Creative Revolution 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)
- 4. The Creative Revolution But first, Bill’s partnership with Paul Rand - They went to art galleries + museums - They had “art” + “copy” work together
- 5. The Creative Revolution Paul Rand on Bill [Bernach is] “akin to Columbus discovering America…”
- 6. The Creative Revolution 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.”
- 7. The Creative Revolution Bill on Bill https://www.youtube.com/watch?v=ZZCUkF Dfe2Q
- 8. Their work
- 9. The Creative Revolution Let’s flash back to the 1950s: What was happening in Advertising + Pop Culture that encouraged Bill’s Creative Revolution?
- 13. Yes, these are real ads
- 15. 1960’s: This was in almost every home The Creative Revolution
- 16. The Creative Revolution Before Bill + DDB… - Copywriters wrote copy (on a typewriter) and then handed it off to their Art Director to “draw up”
- 17. The Bill/DDB way: A fresh, provocative, reality-based creativity–that replaced the fantasy-filled advertising. The Creative Revolution
- 18. The Bill/DDB way: - Art Directors + Copywriters “concept” ideas together - Advertising ideas were “big,” yet simple - Ideas were rooted in a “truth” The Creative Revolution
- 19. 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? The Creative Revolution
- 20. Before Bernbach After Bernbach
- 21. "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
- 22. ”An idea can turn to dust or magic, depending on the talent that rubs against it." Bernbach said
- 23. "Rules are what the artist breaks; the memorable, never emerged from a formula." Bernbach said
- 24. Famous DDB campaigns VW Beetle, 1966 https://www.youtube.com/watch?v=KS8yzny-pmM
- 25. American Tourister Luggage, 1970 Famous DDB campaigns https://www.youtube.com/watch?v=B2ZeIoLz8 FE&list=PL1C140095B5D7F5E9
- 26. Famous DDB campaigns Life Cereal, 1972 https://www.youtube.com/watch?v=vYEXzx- TINc&index=4&list=PL1C140095B5D7F5E9
- 27. Cracker Jack, Cannes Lion Winner, 1970’s Famous DDB campaigns https://www.youtube.com/watch?v=wjTFYhok u_E
- 32. 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.
- 33. “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
- 34. 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)