Born 1911, New York, Bill Berbach became one of the key figures in the american advertising industry. As a founder of New York based agency Doyle Dane Bernbach he lead the creative revolution of the 60's that birthed a term coined by author Pete Barry as 'Concept Advertising.
After a century of death and destruction the 1960s in America was an era apt to embrace change. The election of the countries youngest president, along with beatle mania and the rise in wealth of the average suburban dweller pathed the way for an advertising revolution. Lead by Bernbach. The revolution saw Bernbach move from adverts usually home to bold design with supporting illustrations, progress towards modern design, with eye catching photoraphy and illtellgent & whitty copy.
The work produced under Bill Bernbach was done by working to no boundaries, rules or limitations. He is credited as saying, 'We must develop our own philosophy and not have the advertising phiosophy of others imposed on us. Let us blaze new trailes. Let us prove to the world that good taste, good art, good writing can be good selling.'
He noticed that organisations would spend millions developing a point of differnce for their product, only to then use run of the mill advertising techniques to show consumers how different and great their product was. He states the words to these campaigns would often read something like, 'Look how differnt I am' whilst their advertising screamed, 'Pay no attention to me, I'm really one of the boys'.
Bernbach is also acredited as being the first to encourage colaboration between copywriters and art directors. Two job roles that had before worked as two seperate enteties. A structure that still exists today. He also featured in apples famous Think Differnt campaign.
Famous works under Bernbach include "We Try Harder" (Avis Car Rental),"You Don't Have to be Jewish to Love Levy's" (Levy's Rye Bread), "It's so simple" (Polaroid) as well as extensive work for car manufacturer Volkswagen.
No comments:
Post a Comment