“...in a house ad of '72 DDB quoted its first client...: 'I got a great gimmick. Let's tell the truth.' A few lines down they explained why; it was because: 'People are as smart as we are.'
...[that]thought informed the strategy, the look of the photography, the choice of the photographer, the tweaked 'classic page', the restraint of the copy, the technical-manual typeface, the openness of the body copy setting, the lack of superlatives... lack of adjectives; headlines which didn't scream.
The Volkswagen campaign changed everything in advertising.
VW photography... Randall's Island... Charlie Piccirillo.... Wingate Paine... Bob Gage.... Russell Munson... Carl Fischer on 'snapshot' photography... Volkswagenwerk do it Detroit's way... the camera angle and lighting... Ohrbach's... acclaim and influence of the VW campaign... 'Advertising Age' on the VW campaign and the copywriting... Bill Tyler... Bernbach explains the VW campaign... Bernbach on 'Truth'... the campaign analysed...
