🚗 How to create iconic ads with universal appeal

Bill Bernbach, co-founder of Doyle Dane Bernbach (DDB) in 1949, revolutionized advertising by emphasizing creativity, honesty, and emotional appeal over hard-selling and exaggerated claims.

In today's cluttered media environment, his resonant messaging is a blueprint for cutting through noise and making meaningful connections with audiences.

Here are my favorite Bernbach concepts:

1️⃣ Concept #1: Keep it simple. Your message should be straightforward and clear, without any unnecessary complexity.

Example: Bernbach’s “Think Small” ads for Volkswagen in 1959.

• “Think Small” challenged the prevailing “Bigger is Better” mentality that was common with popular American vehicles at the time. A simple and easy message for everyone to understand.

• The visual was simple but effective and supported the key message. It featured a white background with a small image of the Volkswagen Beetle positioned off-center at the top.

• The ad focuses on the Beetle’s one key strength (the small size), with supporting benefits about easier parking and better fuel efficiency.

Contrary example: A high-budget TV commercial for a Chevy truck that prioritizes spectacle over message.

• The commercial is a montage of the car racing through different terrains—deserts, snow-capped mountains, and cityscapes.

• Voiceover is loaded with buzzwords like “revolutionary,” “ultimate driving machine,” “award winning” and “innovative.”