This is a biggie. So, we’ve been on a kick about drawing parallels between Leo Burnett’s earthy vernacular versus David Ogilvy’s diamond encrusted eyepatches. The tensions in ideology between Leo and Ogs — about the power of images versus the power of argument in getting consumers to buy what you’re selling — also plays itself out in Sterling Cooper Ad offices.

But we’ve been ignoring a colossus of the Ad World that may trump both men in terms of modern technique: Bill Bernbach. He was responsible for the ad above in 1960. Ad Age listed Bill as the No. 1 most influential ad man of the 20th century:

“Bernbach insisted on first learning how his client’s products related to their users, what human qualities and emotions came into play. Then the challenge turned to deciding how best to communicate those elements, in TV and print, and capture the consumer’s understanding and support.
. . .

In print, VW’s “Think Small” ad challenged our acquisitive tendencies even as the “ugly” Beetle became the first successful import car and the ad campaign altered advertising for all time.”

Given the fact that Don chided the VW Lemon ad in season 1, perhaps Bill’s dynamic and thoroughly modern approach befuddles and intimidates even the most assured man at Sterling Cooper?

3:19pm | 19 notes | advertising | Bill Bernbach | leo burnett