“We showed Bill [Bernbach] a dozen ads (we used to show them a dozen at a time - because that was sort of a year's worth - and then we had to go and do them), and Bill said, "Helmut, tell me what you really think."'
'Helmut's answer was, "There isn't a 'Lemon.' here but the level is up," and nothing could have pleased me more than to hear that...
'Nobody ever did another "Lemon." Or another "Think Small."'
Two corporate ads that featured nothing - one in colour, one black and white... and an attempt to produce a TV commercial featuring sky... Eddie Russell - trouble in Wolfsburg... Novdny... Heinz Nordhoff... Volkswagen's advertising budget increases... double-page spreads... John Withers... Bob Levenson... Bill Bernbach... 'Lemon.'... 'Think small.'...
