volkswagens ©

zachgolden:

ok. so perhaps the greatest ad of all time. perhaps. but, that’s not why i’m posting this beauty. it sets up a ridiculous, esoteric, self-induced rant.

so, some of you may know i work in advertising. i’m a copywriter. for an un-named agency (hint, it’s a color that’s spelled in the british style.), as i sat in creative review last week for a pitch for some shitty product that helped people with asthma or some bullshitty bullshit like that, a young creative team had the fucking audacity to present a concept they called, “Think small.” Hmmm, ominous fucking setup, don’t you think? (Correct answer:yes)

So my bullshit filter was ringing from this, and went completely batshit bonkers when they started going through executions..

So let’s cut to it. An insect, carrying a fucking tiny wagon, with the headline “Think small.” Really?

So not only was there concept/execution derivative of one of the greatest, most well-known, revered ads of all time, but the fucking account team and CCO LOVED it.

Even after me, Mr.Cynical copywriter, raised my hand and meekly said “Doesn’t this remind anyone of another ad?” to which i received blank stares (Note:Except from my CD, who fucking rules and hasn’t drank the fucking Agency Name Withheld Kool-Aid [Flavor: Incompetency]).

I then expanded on my seemingly retarded thought. “Um, this is almost verbatim the most famous VW ad of all time.”

To which the EVP of Client Services quickly responded, “Well we can own this concept, make it ours.”

So, just to be clear, she was claiming that this execution of Bill Bernbach and Helmut Krone’s idea, was not only better, but more iconic or, in account speak “ownable” then DDB’s. Only in advertising.

Jesus Christ.

Reblogged from wheeeee..

July 06, 2009, 6:15pm