One of the things you learn in design school is not to fall in love with your designs. Complacency is not an attribute you want in the design world, anyway. You don’t want your designs to look the same all the time. You want to keep it fresh.
Unless, of course, you’re running a series of ads within a mode of thought. The famous series of ads for the Volkswagen Beetle, running in magazines in the 1960s, was the brainchild of Bill Bernbach’s team at DDB Advertising in New York. But that ad campaign stands alone in the pantheon of series advertising. There hasn’t been another like that in almost 60 years.
It was named the number 1 ad campaign of all time in Advertising Age’s 1999 The Century of Advertising.
What made that campaign so special was—
1) it didn’t take itself seriously
2) it didn’t make a glamour puss of its product
3) it was simple
One of the things I mention in my Tenets of Good Design series is simplicity. If you make an ad simple, your message gets pared down. And the simpler you make it, your message gets closer to bare bones. Stark. Plain. And—easy to read, understand, and best of all, easy to remember.
That’s what DDB knew in the late 1950s leading up to a new decade, that tumultuous time in America, the 1960s. That time saw a complete change in everything we experienced in this country: movies and music came of age, along with staggering political, racial, and global issues that altered the way news was reported.
And amid that backdrop, DDB played it backwards. With all the complexity and turmoil in that era, DDB played it simple and steady. That’s what made those VW ads stand apart.
But those ads didn’t run forever. Not the way some TV ads run these days. Repetition breeds boredom, and that leads to annoyance to the viewers. The advertisers whose ads are shown above have become complacent leaving these ads running far beyond their value.
They need to come up with something new. Because they’re not at all memorable. Maybe what they need to do is to stop trying so hard to be memorable.