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In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.

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
Doesn
Real
Good
Displaces
World
Energetic
Passive
Advertising
Drive
Evil

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Today's smartest advertising style is tomorrow's corn.
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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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Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.
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Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
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The heart of creativity is discipline.
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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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I warn you against believing that advertising is a science.
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A principle isn't a principle until it costs you something.
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Advertising doesn't create a product advantage. It can only convey it.
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The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly.
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No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Advertising is the art of persuasion.
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Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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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Properly practiced creativity can make one ad do the work of ten.
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It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
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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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Nobody counts the number of ads you run they just remember the impression you make.
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