“Alwaysstressthe inherentdrama ofthingsbecausethere’s almostalways somethingthere.” Burnett had the idea to shoot this meat on a bright red background to emphasize the inherent dramatic qualities in the product.
“A lot of copywriters think
they’re good judges of their own work. I know I’m not.” Ogilvy intimates that when he wrote this ad for Rolls Royce (among the most famous of all time) he wrote “26 different headlines for it and then got half a dozen other writers to go over them and choose the best one.” If he needed a second opinion you certainly do.
“If you have all the
research, all the ground rules, all the directives, all the data – it doesn’t mean the ad is written… Then you’ve got to close the door and write something – that is the moment of truth.”
“Perhaps it could have been
phrased 15 other ways, but the idea for the campaign (that these candies do not melt because of the sugar shell) was the easiest thing in the world because it was inherent in the product.”
“Let’s say your sales are
tanking. Now what do you want from me? Fine writing? Or do you want to see the goddamned sales curve stop moving down and start moving up?