Bernbach and the Big Idea

From ad-man Bill Bernbach, one of the three founders of DDB.

“I wouldn’t hesitate for a second to choose the plain-looking ad that is alive and vital and meaningful over the ad that is beautiful but dumb.”

“Logic and overanalysis can immobilize and sterilize an idea. It’s like love - the more you analyze it, the faster it disappears.”

“We don’t ask research to do what it was never meant to do, and that is to get an idea.”

“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 that becomes the goal of the ad, instead of the selling of the merchandise.”

“Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed…but dull?”