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The Creative Revolution:

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).

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The Creative Revolution:

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  1. 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...

  2. Three Key Individuals • Bill Bernbach, Doyle Dane Bernbach (DDB)

  3. Three Key Individuals • Leo Burnett, Chicago, IL “If you reach for the stars, you might not get one, but you won’t come up with a handful of mud, either.”

  4. Three Key Individuals • David Ogilvy • Came from UK to start agency – Ogilvy & Mather • Wrote books about advertising

  5. 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

  6. The DDB Style: • Ohrbach’s - their first account.

  7. The DDB Style: • Ohrbach’s - their first account.

  8. The DDB Style: • Ohrbach’s - their first account.

  9. The DDB Style: • Ohrbach’s - their first account. • Levy’s - diversity w. “effective surprise”

  10. Polaroid - dramatic visual demonstration The DDB Style: • Ohrbach’s - their first account. • Levy’s - diversity w. “effective surprise”

  11. The DDB Style: • Ohrbach’s - their first account. • Levy’s - diversity w. “effective surprise” • Polaroid - dramatic visual demonstration • Jamaica - one word and a visual...

  12. The DDB Style (cont): • 3 Key Campaigns: • Mobil - “We Want You to Live”

  13. The DDB Style (cont): • 3 Key Campaigns: • Avis - Helped inspire “Positioning”

  14. The DDB Style (cont): • 3 Key Campaigns: • VW - Campaign of The Century

  15. The DDB Influence: • 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”

  16. 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.

  17. The Burnett Style • “Inherent Drama” • Here’s how Leo’s agency captured the wholesome personality of a Kellogg’s breakfast

  18. Powerful, instinctive, and long-lasting imagery The Burnett Style • “Inherent Drama” • Powerful, instinctive

  19. The Burnett Style • “Inherent Drama” • The Lonely Maytag Repairman - a dramatic and engagingly human personification of reliability • The Lonely Maytag Repairman

  20. The Burnett Style • “Inherent Drama” • So, how do you give personality to a can of refrigerated dough?

  21. The Burnett Style • “Inherent Drama” • OK, how about cans of peas and corn? • OK then, how about new frozen vegetables?

  22. The Burnett Style • “Inherent Drama” • Tuna fish? • Sorry, Charlie, we just want tuna that tastes good.

  23. The Burnett Style • “Inherent Drama” • Cat food? • There’s a little bit of Morris in just about every cat owner’s cat.

  24. 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,

  25. The Burnett Style • “Inherent Drama” • It made Leo’s agency’s campaigns long-lasting and part of our culture • “The glacier-like power of friendly familiarity.” • Time Magazine chose Leo Burnett as their “Ad Man of the Century”

  26. The Ogilvy Approach • 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

  27. The Ogilvy Approach • 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

  28. The Ogilvy Approach • Story Value • Imagery - one small device - the eye patch - adds interest Hathaway Shirts

  29. The Ogilvy Approach • Story Value • Imagery - one small device - the eye patch - adds interest • Repetition - Ogilvy knewadvertising takes time to build - this one device let him tell his story over and over. Hathaway Shirts

  30. The Ogilvy Approach • “Rules” • Here, a similar but different approach for Schweppes - why? • Because Ogilvy believed you should • Find out what works - and repeat it. Schweppes

  31. The Ogilvy Approach • Ogilvy grew his agency into a world-class organization, with • New generations of capable management • World-class clients • Long-term relationships

  32. Today? • DDB • Leo Burnett • Ogilvy & Mather

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