What Makes a Good Ad?
The originality of the following ads is what set them apart at the time and what makes people remember them decades after their creation. According to Phil Dusenberry, the Chairman of BBDO New York, Alka-Seltzer’s current advertising agency, talking directly to the people you want to reach, in new and fresh language, is what makes a great ad. He says, “Don’t look or sound like advertising done before – imitation is the sincerest form of plagarism. Provide a benefit. And don’t be so quiet. You’re not making wallpaper; you’re making advertising.” Now, even more important than awards was that these ads entertained and made people laugh. Dusenberry believes that if there’s one universal language, it’s laughter. He says, “We’re in the entertainment business! On television, we’re selling our products in an entertainment medium. If you’re asking viewers to give up going to the fridge or the John to watch your message, there’d better be something in it for them…” Viewers who watched and list
