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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?

William Bernbach

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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Good
Ads
People
Insurance
Dull
Humorous
Advertising
Looked
Looks
Impeccably
Many
Groomed

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Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.
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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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Let us prove to the world that good taste, good art, and good writing can be good selling.
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In advertising, not to be different is virtually suicidal.
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Advertising is the art of persuasion.
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All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it onto a higher level.
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Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
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Creativity is the most practical thing a businessman can employ.
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Imitation can be commercial suicide.
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You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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In communications, familiarity breeds apathy.
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Our job is to bring the dead facts to life.
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The most powerful element in advertising is the truth.
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Adapt your techniques to an idea, not an idea to your techniques.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.
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