As graphically exciting as Bert's work has always been, he has never taken his eye off the ball of selling the product.
He believes that to communicate something, one must say it as simply as one can.
"Rather like a child's primer. The typography is chosen to be read. The illustrations are to be understood by all.
Like Babar the Elephant. Such good taste. I wish I'd laid it out. To me that's as far as art direction should go basically.Simply put down, as a child would do it, with honesty. If it's said honestly, you feel it, and when it comes out everyone can identify with it."
Bert has long been an advocate of the demonstration in advertising. For example, the side-by-side test of S.O.S pads against Brillo to demonstrate which had more soap. The ketchup race to demonstrate the thicker, richer consistency of Heinz.
"More today than ever before, I think there's a great need for demonstrations,"
said Bert. "A need to demonstrate visually as well as to articulate the superiority of your product. And I think most products have it, but very few copywriters or ADs look for it, because theapparent creative solutions only remind them of the old badly-done Ted Bates commercials, which left very little room for creativity.
But I believe in them with all my heart."
When Bert did a one-man show for the DDB News in 1973, there was only one line of editorial copy on the page:
"Bert Steinhauser's 17 years of art direction at DDB prove that what was good ... is good ... and will always be
good." How true.
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Iypu can't taste the Different in Chivas Regal,save the extra two sollars.
1966.6.11 The New Yorker
bottle of whisky
(MUSIC UNDER AND THROUGHOUT)
INT: Is that police car a Volkswagen Rabbit?
1ST POLICEMAN: Sure is.
SPEEDER: A Volkswagen Rabbit?
INT: How fast was he going.
1ST POLICEMAN: How fast was he going?
2ND POLICEMAN: Do you know how fast you were going?
SPEEDER: A Volkswagen Rabbi!?
INT: Will police everywhere have Volkswagen Rabbits?
1ST POLICEMAN: I don't now about everywhere, but just watch your step in this part of North Carolina.
SINGERS: Volkswagen does it (PAUSE) again.
(SFX: ARAB VOICES)
INT (VO): Sheik, what's the problem? ,
SHEIK: Our entire economy is in jeopardy.
INT (VO): What's the problem?
(MUSIC UNDER THROUGHOUT)
SHEIK: Volkswagen Rabbit Diesel-the best mileage car in America and does not use gas.
INT (VO): So what's the problem?
SHEIK: It's quick, got room for four people and hardly ever needs a tune up.
INT (VO): That's amazing, everyone in America will want a Rabbit Diesel.