An Interview with Mr.Chaerles Kollewe (6)
Doyle Dane Bernbach Inc. Vice President, Copy Group Supervisor
chuukyuu What is your methodology and creative philosophy?
Mr. Kollewe I don't know if I have any. I probably do, but it would take someone else to tell me what it is. It's the easiest thing in tht; world to look at somebody else's work and see what's wrong with it.
Because you're seeing it for the first time and that big hole, or weakness, or whatever it is, is pretty obvious. But the man who did it is so・ close to it, he just can't see it. His mind fills in the hole for him, but yours doesn't.
I guess the only thing I try to do, whatever the assignment, is get all the facts and pick out the one or two that are important to the people you're talking to. You put yourself in their shoes and just try to figure out how you would react.
There are times when you have a product that's, let's say, a little bit bener than ils competitors.
And you'd think that that alone is enough to sell it. But it's not true. What you have to do is present it to people in terms that make it: important. And that doesn't mean shouting it. Sometimes it means whispering it. But it always means trying to toucn that one little nerve that will make them respond. And that's the tough part. You just have to have a feel for it.
Squoosh.
Olin's remarkable new coated cellophane keeps bread fresher, softer 50％ longer.
Squoosh it. Nice and soft and fresh, isn't it? Much of that freshness comes from moisture. Natural moisture that may already be escaping before it reaches your store.
And what if you live in a dry climate? Or you get your loaf home and decide not to use it just yet? Even more of the freshness could be lost. Could be, we said. A lot depends on the wrap. Today, especially for breads, cakes, and other foods that must be kept fresh, Olin produces a cellophane that turns this grand old beauty of the wraps into news. This remarkable film comes coated on both sides with polymer, a thin, tough plastic that seals it against water-vapor loss.
And when moisture can't sneak out, neither can freshness.
The squoosh stays in. From the baker to the grocer~ From the grocer to the pantry.
And then some.
"LIFE" 1963.06.21
Another ad by another team.(Mr. Bob Gage and Mrs. Phyllis Robinson)
Who let the cat out of the box?
The inside of an ordinary corrugated box is actually abrasive. Millions of tiny claws scratch away at the contents. Refrigerators often arrive scarred, furniture marred, and customers don't like it. ? Olin has developed a container that doesn't scratch. Not even when thumped, bumped and joggled in transit. With "Scuffmaster" as it's called, the paint stays on refrigerators. Furniture keeps its finish. Hub caps arrive with their dazzle intact. At last the cat is out of the box. This box, anyway. ・Another creative solution to a problem--- from the Packaging Division of Olin.
"LIFE" 1961.05.05
