chuukyuu Do you have your own peculiar way to try to hit an idea?
Mr.McCabe Yes, very peculiar. I cannot really describe it because each ad, and commercial happens differently. The idea can come with myself. and an art director sitting together, or it can come on the subway, athome, anywhere.
You cannot generalize on something like that.
chuukyuu Before you take up a new product or a new account, to what point do you pay your first attention?
Mr.McCabe The first question you ask is, "Is the product necessary?" and the second question you ask is "Is'the product any good?" Because if it is not necessary no one in advertising can convince people that it is. No matter how good it is. Therefore, you should not take the account.
And then we get into things like "What makes the product good?", "'How much should be spent against it?", "Is it exciting?", "Can we make it exciting and believable?"
"'Tis now the very witching time of night,
when churchyards yawn,
and hell itself breathes out contagion to this world"
Visit Hamlet's castle at Elsinore, Denmark at night, and you can almost see him moodily ranimg the battlements, talking of ghosts and murder.
If the castle of the melancholy Dane is a little too eerie for your tastes, remember Elsinore is less than an hour from Copenhagen. Copenhagen is as modern and gay as Elsinore is ancient and brooding. As you get to know the people of Copenhagen, you'll swear that Hamlet must have been the only Dane who was ever melancholy.
SAS flies to Copenhagen (and Stockholm, Oslo, Helsinki aod Bergen) from New York, Chicago, los Angeles, Anchorage and Montreal. A total of 18 jet flights a week now through spring ---34 a week beginning June 1. And, in case you want to travel on (although hardly anyone ever leaves Copenhagen willingly), SAS serves more cities within Europe than any other transatlantic airl1ne.
For more information contact your travel agent or 'Nrtte: Scandinavian Airlines System, Dept. SX, 138.Q2 Queens Bou1evard, Jamaica, NewYork 11435.