great quotes from Bill Bernbach

When you see quotes from the guy who did the legendary 60s VW ads, it's nice to share them.

This is what Bill had to say on change -

"It took millions of years for man instincts to develop. It will take millions more for them to even vary. It is fashionable to talk about the changing man. A communicator must be concerned with the unchanging man, with his obsessive drive to survive, to be admired, to succeed, to love, to take care of his own."

On ads that need to do more than just look good -

"Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?"

And on being creative - 

"Properly practiced creativity must result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent."

Would love to have said things better myself but I couldn't. Not in a million years.


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