William Bernbach is one of the most famous advertising designers; He is responsible for so many drastic changes in the advertising industry after World War II. In his career path he was one of the founders of DDB, he held responsibly for all creative output in this company.
One of the first advertising successes he had is the” You don’t have to be Jewish to love Levys” advertisement. Showing a plethora of culture all enjoying this Jewish manufactured rye. The design played on the roles of stereotypes to convey the message to its audience. He served as the creative engine behind the agency helping billings to increase from approximately US$1 million to more than US$40 million by the time he retired. DDB grew to become the 11th largest advertising agency in America by 1976, when Bernbach stepped aside as Chief Executive Officer to become chairman of the executive committee.Bernbach is created is the the Volkswagen campaign, “Think Small”, this is the piece that he is best remembered for. This time task was to sell German manufactured and designed car (VW beetle) to American market.
The reason this advertisement stood out from the reset was in fact because of the white space. Back in the 1950′s American Auto-mobile advertising was all about public appearance and image. Trying to sell the audience the idea of buying into “big call is better”. From a design angle this image below was the ongoing trend. A filled brightly illustrated page with information points about several aspects of the car, generally using hand rendered type headings and large logos. Always following the trend to encourage the viewers to Try and test it at their nearest dealers. It was in black and white! The ad campaign however generated favorable publicity because the advertisements were brilliantly written, for instead of marketing it to consumers as a luxurious, spacious vehicle as all its competitors were doing, it focused on the benefits of its compact size and affordability
His work often was characterized by simplicity. He also is credited with being the first to combine copywriters and art directors into two-person teams—they commonly had been in separate departments—a model that still exists in advertising agencies today. Bernbach won many awards and honors for his work within the advertising industry during his career. He was also named "Top Advertising Agency Executive" in 1969 and He designed the Advertising Hall of Fame "Golden Ladder" trophy.
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Sources:
Lecture Notes
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