An interview with Miss Judy Protas (5)

Doyle Dane Bernbach inc. Vice-president, Copy Supervisor

chuukyuu Did Mr.Bernbach give you any advice that particularly impressed you? And how'l do you apply his advice to your work?

Protas Advice from Bill Bernbach? Well, the one bit I remember most was his advice on believability. Find a sound selling point, do a fresh and provocative ad, but always remember one guide-line-believability.
One illustration he's often used is the man upside down on the page.
Do it just for the sake of catching attention and you've got nothing more than a gimmick. If, on the other hand, you're selling men's clothes with pockets from which nothing can fall out, then you're being provocative and you're selling at the same time.