AD 216: Lecture 3
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This document summarizes two lectures about legendary creative director Helmut Krone and advertising techniques. Krone helped shape iconic ad campaigns for Volkswagen, Avis, and Polaroid in the 1960s. He emphasized finding the right visual style and "packaging" for each brand. The lectures also outline classic advertising techniques like exaggeration, metaphor, drama, and humor. Students are assigned to work in teams creating a creative brief and concept ideas for an article about an affordable, fuel-efficient vehicle called "The Elio."
AD 216: Lecture 3
- 1. Two Lectures in One 1. Bernbach + Krone 2. Ad Techniques A legendary creative team + legendary ways to create ideas AD 216: Lecture 3 + 4 Gina Collura, Creative Director
- 3. Helmut Krone (1925-1996) - Born and raised, NYC - At 29, he took job as an Art Director at DDB - He was 1 of 4 ADs there - Famous for print design: - VW campaign - Avis campaign - Polaroid campaign
- 4. Helmut Krone said "The page… ought to be a package for the product. It should look like the product, smell like the product... Every company, every product, needs its own package."
- 5. VW + DDB Original creative team: AD, Helmut Krone, CW, Julian Koenig + CW/CD, Bill Bernbach. There were 10 other writer/art director teams and they all matched VW factory philosophy with DDB advertising philosophy.
- 6. Bernbach + Krone VW, Beetle Campaign, 1960’s In print, VW's "Think Small" ad challenged us…as the "ugly" Beetle became the first successful imported car and the ad campaign altered advertising forever.
- 10. Helmut Krone - Helped VW “own” Futura Bold - In fact, they still use it today
- 12. Helmut Krone Polaroid, 1958 A camera that has film that develops itself in 60 seconds
- 14. Bernbach told the CEO of Avis “Let us have 90 days to learn your business and then you run every ad where we tell you to put it and just as we write it. You don’t change a thing.” Aka: Rooted in human truths + insights
- 15. Helmut Krone For Avis, 1962-66 Little picture, no logo, big body copy, set in a modified version of Eric Gill's Perpetua Bold. "No one was using it," Krone said. "I liked that it was so un-automotive. Rather, it was bookish, literate." He wanted people to read the copy. Perpetua is still used in Avis's promotional material 40 years later. Like VW's Futura, Krone made a choice, stuck with it, and made it stick.
- 18. Ad Techniques 1. Exaggeration 2. Metaphor 3. Drama 4. Humor
- 19. 1. Exaggeration Push your idea to the limit. Can you make it ridiculous? Outrageous? Can you exaggerate the product benefit? The problem? Ad Techniques
- 26. 2. Metaphor A good metaphor paints a picture that your reader (or listener) can grasp instantly. Ad Techniques
- 27. 2. Examples of Metaphors - I’m at the height of my career - Life in the fast lane - A blanket of snow fell last night Ad Techniques
- 33. 3. Drama Can you create conflict Ad or some kind of tension? Techniques
- 39. 4. Humor Can you make it funny? Ad Techniques
- 47. Re-cap: Krone + Bernbach Still influencing agencies + creatives in adland today
- 48. Re-cap: Ad Techniques Keep them in mind for your next few projects: 1. Exaggeration 2. Metaphor 3. Drama 4. Humor
- 49. Due Next Week: Class 4 Ad from Article: Work in teams to craft a creative brief for The Elio + concept ideas Read Fast Company article on “The Elio,” a $6,800, three-wheeled, fuel-efficient vehicle We will review your team brief + 3 roughs next week.