ad 216: lecture 2
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The Creative Revolution
Led by a guy from the Bronx
AD 216: Lecture 2Gina Collura, Creative Director
The Creative Revolution
Bill Bernbach (1911-1982)
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)
The Creative Revolution
But first, Bill’s partnership with Paul Rand
- They went to art galleries + museums
- They had “art” + “copy” work together
The Creative Revolution
Paul Rand on Bill
[Bernach is] “akin to Columbus discovering America…”
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.”
The Creative Revolution
Bill on Bill
https://www.youtube.com/watch?v=ZZCUkFDfe2Q
Their work
The Creative Revolution
Let’s flash back to the 1950s:
What was happening in Advertising + Pop Culture
that encouraged Bill’s Creative Revolution?
Yes, these are real ads
1960’s: This was in almost every home
The Creative Revolution
The Creative Revolution
Before Bill + DDB…
- Copywriters wrote copy (on a typewriter) and then
handed it off to their Art Director to “draw up”
The Bill/DDB way:
A fresh, provocative, reality-based creativity–that replaced the
fantasy-filled advertising.The Creative Revolution
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
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
Before Bernbach After Bernbach
"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
”An idea can turn to dust or magic, depending on the talent
that rubs against it."
Bernbach said
"Rules are what the artist breaks; the memorable,
never emerged from a formula."
Bernbach said
Famous DDB campaigns
https://www.youtube.com/watch?v=KS8yzny-pmM
VW Beetle, 1966
Famous DDB campaigns
https://www.youtube.com/watch?v=B2ZeIoLz8FE&list=PL1C140095B5D7F5E9
American Tourister Luggage, 1970
Famous DDB campaigns
https://www.youtube.com/watch?v=vYEXzx-TINc&index=4&list=PL1C140095B5D7F5E9
Life Cereal, 1972
Famous DDB campaigns
https://www.youtube.com/watch?v=wjTFYhoku_E
Cracker Jack, Cannes Lion Winner, 1970’s
Famous DDB campaigns
Famous DDB campaigns
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.
“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
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)
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