After WWII, relations between
America and Germany would have seemed to take more time than a decade and a
half. The work between old wounds
was entertaining. It was, what we call today, “breaking the internet”. In
retrospect, it broke the advertising industry. The advertising agency
Doyle Dane Bernbach (DDB) is responsible for revolutionizing modern advertising
with one simple word.
The driving force behind the Volkswagen
campaign was William
Bernbach of DDB. Bernbach is
considered the father of the “creative revolution” in the advertisement
industry. “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,”
The
point of this ad is to accentuate VW’s purpose of only producing quality
vehicles. It then describes the process that is applied to receive a passing
grade regarding VW standards. While holding high standards, they defeated their
history with humor.
Below the image follows a statement that
proclaims that this particular car was rejected by Inspector Kurt Kroner
because of a blemish on the chrome piece of the glove box.
Matching
the simplicity of the ad with a simple statement contrasted the manufacturing
of more eccentric features provided by American car companies. The ad was
humorous and intrigued the reader to read the fine print. Before this ad, wordy
ads creating an eye sore of a novel selling what, then sold selling why. They
sold a belief not new features that sounded like more money to the common
American. With one word, this ad changed the game of advertising forever.
Direct and to the point with a touch of
humor, the ad has stood the test of time and will be remembered for many
generations as a breakthrough in product to consumer relations.
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