Helmut Krone. The book .
  Graphic Design and Art
  Direction (concept, form
  and meaning) after
  advertising's Creative
  Revolution. Clive Challis
  The Cambridge Enchorial
  Press Ltd.
  ISBN 0954893107

ISBN 0-9548931-0-7 The greatest art director ever? Or a graphic designer in an ad agency? Helmut Krone worked for Wiliam (Bill) Bernbach at Doyle Dane Bernbach. His Volkswagen Beetle campaign and Avis campaign (the defining campaigns of the 'Creative Revolution'), changed the way advertising art direction, copywriting and the advertising creative team worked. He formed his own advertising agency to investigate the possibilities of 'graphics' - graphic design - free of 'concept'. Later, back at DDB, he'd reconcile graphic design and art direction with his Polaroid campaign and Porsche campaign.



...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 photograph-er, the tweaked 'classic page', the restraint of the copy, the technical-manual typeface, the open-ness of the body copy setting, the lack of super-latives... 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' photo-graphy... 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 its copywriting... Bill Tyler... Bill Bernbach explains the VW campaign... Bernbach on 'Truth'... the campaign analysed...

All chapter 1 spreads