Masters of Advertising Honored in Film “Art & Copy”

If you haven't heard about the new documentary Art & Copy by Director Doug Pray (Surfwise, Scratch, Hype!), then let me tell you, it is amazing! And, a must see for every designer and business owner.

Remember the legendary ad slogans: Just Do It, I Love NY, Where’s the Beef?, Got Milk? and Think Different ? In this film, Pray captures the work and wisdom of advertising greats such as George Lois, Mary Wells, Dan Wieden, Lee Clow, Hal Riney and others behind these memorable campaigns as well as some of the other most famous campaigns ever known. Watch as they share their stories in the most inspirational hour and thirty minutes you will ever experience. Of all the points these masters of creativity made in the movie, two really resonated with me – the effectiveness of truth, and emotional connections in advertising.

As technology and our society continue to evolve, these two things are more important than ever. Consumers are much more sophisticated and have become more immune to the tricks of advertisers. They now have even more media vehicles for which to receive advertising. Thus, making it more challenging for advertisers to effectively reach their target market. Having said that, by watching this film, I have learned that to effectively embrace these emerging media vehicles, it is important to remember where you have been to know where you are going. As these top ad professionals have proved, no matter what vehicle you choose, good advertising comes from finding the truth and the emotional connection between product / service and consumer.

Rich Silverstein demonstrates this with his Got Milk? campaign. In his interview, he claims his inspiration came from sitting down and really analyzing the Milk, it does a body good campaign. He says, “if you really think about it, that campaign really wasn’t true. Would you really go out and chug a ton of milk after a run? Probably not. It really wouldn't be good for you.” However, with the Got Milk? campaign, the focus is on what could happen without milk. For example, the famous "Aaron Burr" commercial. For anyone who doesn’t remember, the commercial shows a guy listening to the radio and eating a peanut butter sandwich. Just as he takes a bite, he gets a call by the radio show to answer a trivia question. With the answer staring him right in the face, he is confident that he has won. However, with his mouth full of peanut butter, the announcer cannot understand him. So, he reaches for his glass of milk and discovers he is out. Naturally, he runs out of time and loses the contest. True, simple and brilliant!

Advertising has also proved to be effective when there is a connection between the ad and its creator. After hearing these countless stories behind the campaigns, you really look at advertising in a different way. Hal Riney became famous for creating really emotional commercials, particularly Ronald Reagan's re-election campaign. He said in his interview that often times he finds himself creating scenarios that he would want for himself or missed out on in his own life. It is through this emotional connection that he makes with himself that gives his feel genuine and trustworthy and provides comfort for consumer.

Mary Wells too, expresses how her theatrical upbringing led to the first ads painted on airplanes. Interview after interview, I saw how the greatest creativity came from being yourself. Not trying to imitate someone else and not settling for something when you know it could be so much more. She proved that determination, research, and harnessing your own unique characteristics are the keys to success.

These are only a few of the brilliant examples discussed in the movie and don’t even scratch the surface. This is a film that really has to be experienced. It is truly inspiring to glimpse into the lives of these courageous artists. To hear their passion for effective communication and their fight against mediocrity. To witness their strength and see them dare to be different is such great motivation to push on in a time where our industry is so dramatically changing and reminds the audience that when done correctly, advertising is one of our more beautiful art forms.

Written by Michelle Manley