Bill Bernbach Said #53
Number 53 in our Bernbach series...
“Logic and over analysis can immobilise and sterilise an idea. It’s like love – the more you analyse it the faster it disappears.”
Read all of the previous Bernbach Said posts here.
Start Strong For Upper Crust
If you’re feeling a little peckish, apologies for what’s about to follow. Our new campaign to promote Upper Crust’s fine breakfast fayre launched last week in around London. From an advertising point of view it's an unusual project because, let's face it, a bacon sarnie sells itself, doesn't it?
The problem for bacon-based food sellers is that most of us are generally trying to be healthy in the morning. But the truth (and the basis for this campaign) is, nothing really sets you up for the day like a proper, hot meaty breakfast. You feel like you can take on the day better with a belly full of bacon sarnie, rather than a sad little pot of cold, damp muesli.
We put the product front and centre with really great shots of the food - we brought in Gareth Morgans, a true master in the art of food photography, to temp the eyes. I believe the saying is something like “The first bite is with the eyes”? In this case my eyes ate the whole thing and have gone back for seconds.
The campaign consists of morning newspaper strips, six-sheet posters, and radio commercials running in the morning - starring the always fantastic Mr Peter Serafinowicz.
Newspaper ads...
Six sheet posters...
Radio commercials...
The problem for bacon-based food sellers is that most of us are generally trying to be healthy in the morning. But the truth (and the basis for this campaign) is, nothing really sets you up for the day like a proper, hot meaty breakfast. You feel like you can take on the day better with a belly full of bacon sarnie, rather than a sad little pot of cold, damp muesli.
We put the product front and centre with really great shots of the food - we brought in Gareth Morgans, a true master in the art of food photography, to temp the eyes. I believe the saying is something like “The first bite is with the eyes”? In this case my eyes ate the whole thing and have gone back for seconds.
The campaign consists of morning newspaper strips, six-sheet posters, and radio commercials running in the morning - starring the always fantastic Mr Peter Serafinowicz.
Newspaper ads...
Six sheet posters...
Radio commercials...
Bill Bernbach Said #52
Number 52 in our Bernbach series, and one of my favourites. Obviously in this quote, Bill’s ‘today’ is in the sixties or seventies, but it feels more relevant now that ever before...
“Today, everybody is talking ‘Creativity,’ and frankly, that’s got me worried. I fear lest we keep the good taste and lose the sell. I fear all the sins we may commit in the name of ‘Creativity.’ I fear that we may be entering an age of phonies.”
Read all of the previous Bernbach Said posts here.
WTF QR Codes
By now everyone who hasn't been lobotomised knows that QR codes are pretty much pointless. In fact, when used in advertising they actively communicate a sense of futile desperation on the part of the people involved. But still, they appear. Now there is a website dedicated to the tip of the pointless iceberg. Have a look here.
VIA RUBBISHCORP
VIA RUBBISHCORP
World Book Day Advertising Reading List
It's world book day. So today we've all come to the office dressed as our favourite literary characters. But apart from that, it got us to thinking about a list of books that advertising people should read/have read. Obviously everyone should be reading stimulating and interesting stuff all the time anyway, but what about specifically around the subject of advertising. Here’s our shot at a list, some are good thinking, some because they inspire us, and some just because:
What's the big idea? George Lois
Inside Collett Dickenson Pearce. John Ritchie & John Salmon
Ogilvy On Advertising. David Ogilvy
Remember Those Great Volkswagen Ads? Alfredo Marcantonio
The Book Of Gossage. Howard Luck Gossage
Whatever You Think, Think The Opposite. Paul Arden
Hey Whipple, Squeeze This. Luke Sullivan
Positioning: The Battle for Your Mind. Al Ries & Jack Trout
Truth, Lies & Advertising. Jon Steel
Up The Agency. Peter Mayle
Madscam. George Parker
101 Contrarian Ideas About Advertising. Bob Hoffman
Helmut Krone. The Book. Clive Challis
A Technique For Producing Ideas. James Webb Young
And here's a couple that we haven't read yet, but are on the list:
From Those Wonderful Folks Who Gave You Pearl Harbor. Jerry Della Femina
Ally & Gargano. Amil Gargano
Creative Mischief. Dave Trott
Any more suggestions?
What's the big idea? George Lois
Inside Collett Dickenson Pearce. John Ritchie & John Salmon
Ogilvy On Advertising. David Ogilvy
Remember Those Great Volkswagen Ads? Alfredo Marcantonio
The Book Of Gossage. Howard Luck Gossage
Whatever You Think, Think The Opposite. Paul Arden
Hey Whipple, Squeeze This. Luke Sullivan
Positioning: The Battle for Your Mind. Al Ries & Jack Trout
Truth, Lies & Advertising. Jon Steel
Up The Agency. Peter Mayle
Madscam. George Parker
101 Contrarian Ideas About Advertising. Bob Hoffman
Helmut Krone. The Book. Clive Challis
A Technique For Producing Ideas. James Webb Young
And here's a couple that we haven't read yet, but are on the list:
From Those Wonderful Folks Who Gave You Pearl Harbor. Jerry Della Femina
Ally & Gargano. Amil Gargano
Creative Mischief. Dave Trott
Any more suggestions?
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