Reading through the DDB collection of Bernbach quotes I can’t seem to feel that some of this godfather of advertising’s opinions don’t ring with the same momentum or relevance anymore. Mainly his reference to the narrow description of advertising as “saying” stuff, and his insistence on the main points being to “persuade” and “sell”.
Bill Bernbach is credited saying:
- “Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
– Bill Bernbach
But new advertising, or new digital, isn’t fundamentally about storytelling (Bernbach is often quoted using the word “say”), storytelling is just a part of it.
New Digital is about creating idea/brand driven Arenas (on-screen or in-store as Kevin Roberts would have put it).
And persuasion – although general enough to be put into almost any context – isn’t the main point of Arenas, participation is
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.
On the other hand, this is a quote I very much look up to :o)
- “Execution becomes content in a work of genius”
– Bill Bernbach
Maybe it’s just me picking my brains out waiting for picnic 08 to start of..?
