Monday, October 11th, 2010
15

Footnotes of Mad Men: Calling All Trumpeter Swans

Who knew that the advertising industry housed so many men of integrity? The ad above is by Bill Bernbach, a founder of Doyle Dane Bernbach and the Great Father of modern advertising. It was Bernbach who popularized the technique of counter-intuitive advertising. "Now I'm not talking about tricking people," Bernbach said. "If you get attention by a trick, how can people like you for it? For instance, you are not right if, in your ad, you stand a man on his head just to get attention. But you are right to have him on his head to show how your product keeps things from falling out of his pockets."

But what happens when everyone starts imitating the vanguard?

Bernbach choose to stick with the formula that set DDB out from the rest of Madison ad: use the flaws of a product to your advantage.

AVIS
If we use Sally Draper's Land O'Lakes example of the lovely Indian lady holding a box of butter of a lovely Indian lady holding a box of butter to infinity, in this ad, Bernbach was critiquing not just the butter but the whole box. Advertising companies did not publicly acknowledge that they were advertising companies. (As in the words of Patron Saint of Serialized Drama, Tony Soprano: "THERE IS NO MAFIA!")

That is to say, when you admit that you are in the persuasion business, it speaks immediately to people's fears: you are persuading them with lies. Then Bernbach pulled this stunt, breaking down the fourth wall in a mea culpa that simultaneously trashed the whole industry and valorized one of the biggest companies in the industry. Think of the Etta James song that crooned at the end of the episode, "Trust In Me"

"Trust in me in all you do
Have the faith I have in you."

INFINITY AND BEYOND

• Another master of public pith was David Ogilvy. He took the same strategy as Bernbach in calling the rest of the business a confederacy of hacks in this recruitment ad that ran in a series in several trade papers:

HOW/HOW NOT TO RECRUIT

• "Although a crusader of the first order," ad man Leo Burnett wrote in the pages of Reader's Digest, "[Reader's Digest] does not preach, but helps me reach my own conclusions."
DIGEST
It was customary that the Digest would ask newsmakers to write a letter about why they read the magazine-to this day it has the highest paid circulation in print. It's also one of the few magazines that has never run a tobacco ad. The Digest was also the first of its kind to publish findings about the link between cigarettes and lung cancer.

So Leo Burnett was an unlikely endorserment, seeing as how he was synonymous with smoking. Burnett created the most seductive cigarette icon: the Marlboro man. Nevertheless, the image of Burnett ran in the only magazine that refused to run images created by Burnett. In the ad, he praised the Digest's decency, editorial sense and courage for taking on "knotty" or "abstruse" issues (like "some of the basic clues to the mystery of cancer"). And with a wink to his own reputation, Burnett warns the reader that the magazine "is habit forming."



You can always find more footnotes by Natasha Vargas-Cooper right here, or, you know, you can get a whole book of 'em.

15 Comments / Post A Comment

sunnyciegos (#551)

You there – GET MY SHOES.

If you cut out the knees and tape them under the butter box the Indian lady is holding and then cut open three sides of the box so there is a flap. When you lift the flap it looks like bewbies. That is all I could think of when Sally was talking about it.

dntsqzthchrmn (#2,893)

Nice knees!

queensissy (#1,783)

Me, too. At first I thought she was going to flash Glen, in fact.

LondonLee (#922)

I hate to use the word but I got a whiff of the "meta" about Don's rejection of the tobacco business as if the show was talking to the audience too, acknowledging that smokes are a dirty business no matter how glamourous they make Don look with one.

The reappearance of Midge was one of the reasons I love this show, something always happens that you just don't see coming. It was also another instance of something – the counterculture – being deglamourized. There's dirt under that carpet.

deepomega (#1,720)

Nice that heroin painting gave him the idea to denounce smoking and all its works.

I thought he was crazy to give a junkie that much cash at one time.

How 'bout the fact that he lit a cigarette just before writing the words "Why I'm Quitting Tobacco"?

Much agreed.

Art Yucko (#1,321)

Land'O'Lakes girl: The original Sad Keanu holding Sad Keanu to infinity meme.

rick1844 (#7,876)

Great stuff – Ad Men as public figures. I'd like to have seen the dates when these pieces were published.

Aatom (#74)

This was also the first time that this historical fantasy of the ad world seemed so in sync with the realities of today's industry. Jittery clients waiting to see if your agency survives the next 6 months, massive layoffs, and a general sense that the glory days are over.

Clare (#516)

Where DOES one get a good pastrami sandwich in Duluth, anyway?

Kate Steinberg (#7,955)

Me too! I think I still have mine. My brother taught me how to make it when he was in middle school.

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