An AdMan’s Manifesto
Great advertising is not about gimmicks. That’s marketing’s job.
Marketing is not advertising. My friend Howard Gossage said something about that. He said “Advertising is America’s one and only original art form.”
Why? Because real advertising, like art, is the projection of an idea. You should be moved by it. Moved to respond.
You may be living in *my* future, but I refuse to believe that this gorgeous art form is going to die by 2011.
The VW campaigns of my time–which was your time once upon a time – wouldn’t have sold all those cars with just exploding volcanoes, plummeting insects, and scowling celebrities.
In your “here and now”, does simply slapping your client’s logo on buxom blonde result in hefty bottom line sales?
I think not. People watch TV, they may even watch your ad.
Ad men… let me tell you… your imagination is the last legal means you have over the competition. Engage, entertain & charm your viewers. Make friends with them.
Your new potato chip, car, or insurance policy, is, in the end a gut level decision the viewer will make tomorrow afternoon, next week, next year. People buy from those they trust. Remember, this is an art. You need to move people.
Your customer is more than a stomach with a lead foot.
– Frank
