"An idea can turn to dust or magic, depending on the talent that rubs against it."

Bill Bernbach (August 1911 - October 1982) was the face of an advertising revolution. Working in New York all of his life as an advertising creative director, he reshaped and changed the approach to advertising for decades to follow. Bernbach was one of three founders in 1949 of the international advertising agency Doyle Dane Bernbach (DDB). He was the director of many of the firms breakthrough ad campaigns, including to famous VW Beetle cars. From the agency's founding, Bernbach played an integeral role in the writing of advertising, distancing himself from the administative and promotional aspects of the business. Aside from the VW Beetle, other notable campaigns were We Try Harder for Avis Car Rental, Mikey for Life Cereal, You Don't Have to be Jewish to Love Levy's for Levy's Rye Bread, and It's so simple for Polaroid.

Focusing on his most recognised ad campaign, the VW Beetle, we can easily see how the advert was new and fresh in comparison to others surrounding it. Unlike a lot of American adverts, which illustrate the American dream life, with beautiful girls, beautiful weather and people with a lot of wealth, Bernbach kept things simple and understated, which in actual truth made one of the biggest statements of advertising history. The design of this advert was easy to look at, with focus being drawn straight towards the car, and it's size, with the captation 'Think small' being the second point of focus, emphasisng that this car is not like the other American cars, and is instead small, cheap and understated. With the main quote being 'Think small', Bernbach was going against America again, going against the big idea of think big and get big, but told them to do the opposite instead. The creative thinking behind this was a revolution, as he stripped away all the bright colours, the big illustrations and the fake idea, and basically advertised it just as the car itself is.

Bernbach was noted for his devotion to creativity and offbeat themes, a legacy that has credited him as a major force behind the Creative Revolution of the 1960s and 1970s. His work often was characterized by simplicity. He also is credited with being the first to combine copywriters and art directors into two-person teams - they commonly had been in separate departments - a model that still exists in advertising agencies today.

Bibliography
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