The number of “students” who come through this small agencies door, drawn by the work on this site is truly amazing. Many are about to graduate from 2 or 4 year programs that specialize in Advertising, Graphic Design, Marketing, Business or even the new buzz-degree “new-media.”
With the economy being what it’s been- we’ve also seen a lot of “seasoned professionals” in the market. People who’ve been going through the motions for 5, 10 and even 20 years- turning out what they believe to be “advertising” and “marketing” materials.
The sad thing is, most may know the tools- page layout, illustration, webdev- but, few- understand the why of what they do. I make everyone here at The Next Wave read, at a minimum, “Ogilvy on Advertising” or “Hey Whipple, Squeeze This” so that they understand the reason behind thinking before putting ideas on paper (or in “new media”). I’m seriously thinking of making them watch this too:
ART & COPY introduces the cultural visionaries who revolutionized advertising during the industry s golden age in the 1960s by creating slogans to live by and ads we all remember. You may have never heard of them, but pop pioneers Lee Clow, Hal Riney, George Lois, Mary Wells, Jeff Goodby, Rich Silverstein, Phyllis K. Robinson, Dan Wieden, and David Kennedy have changed the way we eat, work, shop, and communicate often in ways we don t even realize. From the introduction of the Volkswagen to America to the triumph of Apple Computers, ART & COPY explores the most successful and influential advertising campaigns of the 20th century, and the creative minds that launched them.
An hour and a half of listening to the greats of this business- discussing what makes real advertising work. It’s the real thing, baby- from the genteel West Coast cool of Lee Clow- to the NY Bronx attitudes of George Lois, you get the feel for the business the way it’s supposed to be practiced- with guts and gusto.
Lois steals the show, with his straight forward comments about most contemporary advertising- which is missing as he calls it “The Big Idea”- but, while he’s put on a pedestal for growing Tommy Hilfiger from a no-one to some-one with one gutsy ad- the clear hints in the film about how he basically stole his own “I want my Maypo” to “I want my MTV” show how in advertising originality isn’t always the golden egg- effectiveness is.
If you are a student of advertising and you haven’t seen “Art & Copy” it’s time. If you are an advertising professional, and haven’t seen it- maybe someone should question what profession you are really in.
Because, as is alluded to in the film- we’re all students of public perception, desire, trends- and this film helps us understand how that process evolved from the beginning of the “creative revolution” started by Bill Bernbach, to today.
And if you want more good stuff to further your education, try our booklist.