'I Believe You Have to Be Careful Not to Oversupervise' (1)

　　　　　　　　　　　　　　　　DDB Senior V.P., Associate Creative directoe
　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　 Mike Mangano

Mike Mangano majored in English and biology when he attended St. John's University in Brooklyn. He was torn between wanting to be a writer and a doctor.

"But I couldn't afford to become a doctor, and I was sure I wanted to write," says Mike.

Write he did, with a talent that led to his being named Associate Creative Director of DDB last autumn, at the age of 36.

The appointment was made by Creative Director Marv Honig, and Mike describes his new job as "backstopping Marvin."

When Marv is out or unavailable, Mike will be in and available.
The job was still new at the time we spoke to Mike. "It's kind of loose ... there are no hard and fast delineations of responsibility."

But since obviously the job is supervisory, we talked about that aspect of the creative process.
"I believe you have to be careful not to oversupervise," said Mike. "Not to try to get people to do it your way.

"If there is something wrong with the ad or board, it's important to tell them why. The thing should be talked out then　and there to the point of total clarity, so that nobody leaves the room with any doubt or confusion about why it's wrong.

"But there are also times when nothing is wrong, and yet you think it could be done better. You try to get them to want to go back and do something better without hurting their feelings about what they've already done."

The magic, Mike believes, is in the creators, not in the supervisors. "As a supervisor, you can help give guidance, but that extra touch of magic has to come from them."

Presenting the 84mpg Volkswagen.

Since all the car manufacturers are conducting their own mileage tests these days, we at Volkswagen thought we'd conduct one too.
So we modified out body---and our engine. And, of course, we got someone who didn't weigh much to drive.
Lo and behkld, we got 84 moles per gallon! Ridiculous? Nobody normally drives like this? Of course. That's precisely our point.
Nobody normally drives like most of those tests you're seeing.
Volkswagen: An honest 25 moles per gallon.

art director; Charlie Piccirillo
copywriter: Mike Mangano

TV-CM 30 seconds

http://jp.youtube.com/watch?v=9XUKOUbp_PA　　←click

art director;Charlie Piccirillo
copywriter:Mike Mangano

YOUR HUNT IS OVER. THE QUICK, SLY, CRAFTY,
CUNNING FOX BY AUDI IS HERE.

A Fox is quick(01o50 10 seconds).
It's sure footled (front wheel grive).
Thi sly, cunning sedon can take the sharpest turns nimbly
(sports car type steering and suspension).
It csn stop straight in its tracks(special braking/steering systems).
Ang it ｄosn't eat much(23 miles per gallon).
Best of all, for under $3400 YOU can catch the FOX.

art director:Helmut Krone
copywriter:Mike Mangano

BUY YOUR WIFE A
SILVER FOX BY AUDI.
IT'S HER SIZE.

Our sleek, sporty Fox fits women to a T.
Its soft, smart inside holds five-comfortably. Yet its outside is trim enough so it handles nimbly. She'll love the size of its appetite,
too : 25 miles per gallon.
And the best part is, our Fox costs less than most minks.

art director: Helmut Krone
copywriter: Mike Mangano

Comment for this AD. by HELMUT KRONE ("DDB NEWS", JUNE 1974 issue)

History aside, my current favorite is the "Silver Fox." (Mike Mangano was the writer.)
The reason I like this ad so well is because it's emotional rather than rational and helps to mark a turning point for me.
As I get older I tend more to sell people[f through their hearts than through their heads.