Bill Bernbach Said #24

Number 24 in our Bernbach series...

"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?"

Read all of the previous Bernbach Said posts here.

4 comments:

  1. Loads. Here, here!

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  2. Who am I to disagree with Bill, but on this rare occasion he might have got it a bit wrong.

    ......you generally find out a good looking person is dull once you start a conversation with them.

    You CAN grab someone's attention with looks alone.

    Obviously in ad terms it's better if the conversation is as good as the look that grabbed you in the first place.

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  3. Hmm, I know what you mean Mr Denton. But loads of ads are 'well designed' ie. all the bits are in the 'right' places, the photography is by someone good, the typeface is well chosen, the layout is good etc. But they are still interminably dull, and just get overlooked. I think there is something more magnetic in just being visceral and simple, rather than trying to be impeccably turned out. Obviously, it depends on the product though....

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  4. The key here is "no insurance". He is making the point that good looks don't guarantee something. They may help of course.
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    Is this not the mistake that creatives sometimes make?
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