You think an idea is a clever symbol. People, however, don't relate to this. You show little warmth or emotion. This is not communication. This is not advertising. If you do this, you are not advertising men; you are designers. You are page decorators. You must learn to communicate with people on their terms, not yours. You must learn to feel what people feel. You must not look down on trends of the times. You must flow with it, and even try to stay a drop ahead of it. What hurts your work the most I'm told is that you think of yourselves as being so different from the people who read your ads. Maybe you think you're above them. Look for the similarities in yourselves and the people who read your ads and then may be you'll begin to communicate. The people who do the best work in the U.S. are not the brilliant philosophers you may think they are. But rather they are ordinary intelligent people who have the instinct for seeing into the hearts and minds of other ordinary intelligent people. The best ideas in the world are not full twists away from reality. They are half twists from premises that all people are familiar with.
When you do come up with the idea, good design should still be present in good advertising, the artistry is important, but don't let it dominate. The art director who preoccupies himself with design misses the essence of ad-making completely. And the art director who takes a fine idea and designs it into oblivion commits even a bigger crime.
Now that I've told you about our strength of conviction and what our basic philosophy is, let me tell you a little bit about the mechanics of how we work.
There are three important roles in creating good advertising.
There's the account executive, a responsible businessman, whose job is to relate back to the agency everything we should know about the client's problems and needs. It's his job to fairly and intelligently interpret these needs. It's also his job to stand 100% behind the agency's point of view.
Then there is the AD and the writer. Let's discuss the writer. He too is a responsible businessman and advertising man. He is a highly skilled professional whose talents are greatly in demand because he knows how to relate to human beings in human terms. He is not a poet or a frustrated playwright. He practices the highly specialized field of communication for the sole purpose of selling a product. He works together equally with the AD as a team. Who is the AD at DDB? He too is a responsible businessman and advertising man. He too is a highly skilled professional whose talents are also greatly in demand because he knows how to relate to other human beings in human terms. He is not a frustrated painter and he too practices the highly specialized field of communication for the sole purpose of selling a product. But most of all these are real people living in a real world talking to people who live in that same world with them.
A good pretzel has a lot of salt. A good beer has just a little.
When Rainier's old-world brewmaster starts the brewing process, he adds a pinch of solt to the water. As any good cook will tell you, salt. used spartingly, brings out the flaver of other ingredients without adding any flavor of its own.
Rainier's Brewmaster is tohgh, unchangeable, undeviatting, unyielding, intractable,inreversible, and oldfashioned stubborn. That's why our beer is so good.
Rainier is rainier Reinier is sunnier
The next times is rains, remember this pleasant thought: much of the clear, sweet, ice-cold water that's falling up in the mountains will eventually become Rainier Beer.
The next times sun shines, remember this pleasant thought:it's allso shining on the golden grain and fragrant hops that make Rainier Beer the greatest beer in the west.