“All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level.”

Lemon2020

Issue 58: Bill Bernbach Said

Technique for its own sake can be disastrous. Because, after a while, you’re so anxious to do things differently, and do them better and funnier and more brilliantly than the next guy, that becomes the goal of the ad, instead of the selling of the merchandise.

Be provocative. But be sure your provocativeness stems from your product. You are NOT right if in your ad you stand a man on his head JUST to get attention. You ARE right if you have him on his head to show how your product keeps things from falling out of his pockets.

We don’t do just snob ads, we don’t do just short copy ads, or just long copy ads, or any particular style.  If you want to know what makes DDB ads, it is a fresh and original idea that conveys the advantage of the product memorably.  We have no formula.

There will be a time when no headline is proper; there will be a time when a headline is proper.  There will be a time when a logo is good and there will be a time when using a logo is the worst thing in the world you can do.