“Bill Bernbach was born in the Bronx, NY, on August 13, 1911. He graduated from New York University in 1932 where he majored in English, and studied music, business administration and philosophy. he went to work at the William H. Weintraub agency where he met Paul Rand, a graphic and industrial artist whose bold simplicity had a powerful influence on him. Following a brief service in the U.S. Army during World War II, he worked with Coty Incorporated and later Grey Advertising, where he quickly rose to the top as vice-president and creative director. On June 1, 1949, Bill Bernbach, along with Ned Doyle and Maxwell Dane, opened the doors of Doyle Dane Bernbach. They set out to prove to the world that good taste, good art and good writing could also be good selling. Bernbach was a visionary who valued innovation and intuition over science and rules. His philosophy was grounded in the belief that advertising is fundamentally persuasion and persuasion was not a science, but an art. By incorporating creativity, simplicity and humor into their work, DDB created some of the most successful and memorable campaigns in advertising history.”
This commercial for American Tourister luggage featured a
gorilla handling a suitcase roughly in a cage, while the voice over explained
how luggage gets manhandled everywhere it goes, yet the suitcase is unscathed. The
commercial was presenting the durability of the suitcases in an ingenious way
that was both informative and entertaining.
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