The Real Mad Men - Creative Advertising Revolution 50's & 60's

The reason behind the 'Creative Revolution' was due to the 1950s and 60's being part of world war two's post war effects. Many countries were still recovering from the war during this time, with total world-wide casualties totalling nearly 70 million. However America seemed to come out unscathed with the lowest recorded losses of the six power countries involved. With the U.K economy now in tatters and the enemy big guns involved, such as Germany and Italy, under prosecution, this lead to masses of people fleeing too America in the search of a better life. By this means, New York especially took on all kinds of new ethnic and social groups, boosting Americas social diversity. Advertising during this time was seen as dull and focused on conning the consumes into buying under false affectations. However with the introduction of new creatives from grieved countries after the war, gave ad agencies a new way of thinking, this is what sparked the 'Creative Revolution.'

The agency that largely instigated this revolution was Doyle, Dane, Bernbach (DDB.) They flipped advertising on it's head, constructing new creatives ways to appeal to their audience, using humour and witty slogans, which was almost non-existent at the time.

The 'Think Small' campaign epitomises the 'Creative Revolution' as it defines the change in attitude the ad agencies adopted. DDB's approach was the exact opposite that you would find in any advert during this time. The Beetle was a small, slow, ugly car, but instead of hiding this fact, they embraced it and promoted it to the world. However this wasn't the biggest challenge the agency faced, the Beetle was in fact built by the Nazi's in Germany, therefore first they was going to have to make it socially acceptable to a world that was still bitter towards this once immoral country. The agency did this by referring to the car as the V.W which took the focus off it's strong german title.

DDB's copy would first insult the German car with slogans such as 'Lemon' and 'Will we ever kill the bug.' This was used to shock the viewer, which would then grab their attention through curiosity. The copies tone of voice would then change through it's small print by promoting how well developed the Beetle was 'The V.W engine may not be the fasted, but it's among the most advanced.' DDB chose not to shy away from the Beetles downfalls, which were a lot in comparison to other cars e.g. speed and design, however would promote it's advantages.

The artwork of the ad campaign was just as genius as the copy. DDB used empty backgrounds to perceive the car in a new light, to look more fashionable. Also the artwork complimented the copy by sizing the car to almost a black dot, to emphasise it's simplicity.

This together contrasted all 1950's - 60's advertisements which portrayed the massive change the 'Creative Revolution' invoked and carried on to influence advertisements of today.