Leonard Sirowitz "My Graphic Concept"(2)

チューリッヒからの英文手紙の主---Mr. Dominik Imseng は、同地のコピーライターらしいと、atsushi さんがリサーチしたくださいました(きのうのコメント欄)。

My Graphic Concept(2)
in Zurich 1967 Spring

Leonard Sirowitz


When Sony brought its account to DDB it too seemed like a real challenge. They brought to us a very fine product.

One which we felt we could do an exciting job for.
We tried to find out everything we could about their products.
We studied the competition. All the competing ads seemed to look alike.
One ad blended into the next. One television set looked like another television set; one radio looked like another radio. Everybody was showing big pictures of their product and gave some information about it.
Sony was a new company and we wanted it to stand out. We went exactly in the opposite direction of the competition.
We wanted warmth and humanity.
We also wanted to make our point by using an exaggeration of the truth concerning the television watching habits in America. (The All-American sport.) But not just an exaggeration -- one that amplifies the selling points of the product. Now that's important.
What does Sony product have to offer?
True portability, true lightness of weight.
The ability to take the set where you want it to go -- not to have to go where the set is.
You own the set, it doesn't own you. American manufacturers were selling portables that really weren't portables at all.
They were floor models with handles on top.
American manufacturers were selling portables that had electric cords plugged into the wall.
Sony had a true portable-transister and battery-pack, lightweight and fun to use.
And that's what we took off on.

The Sony for Sun-Lovers

If you're a person who hates to stay indoors watching television on a bright sunny day, we've got the perfect set for you. Because with the all-transistor Sony Sun Set, you can go outdoors and watch television on a bright sunny day.
The secret is the screen. Instead of a conventional white screen, the Sun Set has a special black screen that cuts down the glare. Which means that the picture won't fade out unless it's supposed to. And since it plays off AC current as well as rechargeable batteries, there's nothing to stop you from going indoors and watchingthe Sun Set after the sun goes down.
The Sun Set

C/W Evan Stark
A/D Frank Camaddella

The Sun Set

This newly developed set shows a picture in the sun. Not just in shade, but right out in the sun. (It has a sunglass screen that cuts down the glare.) It is all transistorized and powered by a rechargeable battery pack or an AC wall plug. So indoors or out you can watch The Sun Set.
The 7 inch SONY TV

Tummy Television

The 5 inch Sony, for waist sizes 38 to 46 (For smaller tummies, buy the 4 inch set) Our 32 non-heating, long living transistors plus our telescopic antenna give you flicker-free reception---even if you jiggle when you laugh. The Sony works on AC wall plug or clip-on gattery pack. So that your wife can sleep, we also include a personal ear plug. The beauty of a TV set this small when you've had a bellyful of television, you hide it under the pillow.
Light-weight 5 inch SONY-TV

Pee Wee Tee Vee

Climb upon my nee, Sony boy. The 4" Sony pee wee, otherwise as known pee wee nee tee vee.(It only weighs six pounds so you'll never get water on the nee no matter how long you watch it.) For nee TV the pee wee Sony operates on a bilt-in rechargeable battery pack. Thanks to its flat-faced, non-distrong picture tube and directional master antinna, the picture will stay steady even you're in a rocking chair. For sitting-watching, it has an AC plug that fits in your wall outlet. And the nice thing about it is, when the Late, Late Show finaly brings and put it to bed in your nighttable.
The 4 inch Sony television


This might well be remembered as the first seaworthy television. It's the 9" Sony. (Not to be confused with sonar.) The Sony can't find fish, but the least we could do was include an earplug, so the noise won't scare them away. This Tackle-box-size TV operates on a frechargeable battery pack. And an AC wall plug for landlubbers. It has 29 little non-heating, long-living transistors. So you won't often be sending out "maydays" to the repairman. And even if the water gets a little wavy, the picture never does. Thanks to the 43" telescoping antenna. (To which you can also tie a white shirt. In the event you drift out too far.) And here's the best thine about it. When the fish aren't biting, you can always turn on the news. And catch Robert Trout. The 9" Anyplace SONY TV

The Sun Set for Shut-ins.

Even people who can't get out can love a Sun Set. The black screen that give you shaper contrast outside dose the same job inside. You get blacker black, whiter white. And it runs on rechargeable batteries as wellas AC current. So if you ever do get out you can take the Sun Set with you. Assuming, of course, it's your Sun Set. Sony


When the Mobiloil Corp. asked DDB to handle its account I was very excited, naturally, to handle the account. The account was at the Ted Bates Co. where their consumer advertising was being done. The account was not taken away from Ted Bates. For the first time the company decided to do institutional advertising. This had nothing to do with selling the product itself .... but do a campaign that would "endear them in the hearts of the American people forever". We were then called into the first meeting.

We went back to the agency and began to work. We didn't know what to do. We threw out twenty, thirty, fifty ideas until we decided what was right. You have to realize that in the U.S. at that time there was mumbling and rumbling about the high death and accident rate on the highways. We felt that the topic was in the air. Here was a chance to sell with the times. There was nothing that could be pinned down but we felt that it was happening. Ralph Nader's book entitled "Unsafe At Any Speed" had received some publicity but was not widely known at the time. Government investigations had not yet taken place. President Johnson had not yet signed the Highway Safety program. We prepared the campaign very quickly because we felt that if we were thinking about it possibly other advertisers were thinking about it too. And so, we came up with a campaign with the slogan "We Want You To Live". The first ad which I will show you and which ran first in the campaign explains the direction we took. (Johnson's speech on the same day)

I want to say that the amount of letters received from the public on this campaign are phenomenal. Mobil had to set up 8 secretaries to handle all the mail coming in. There were 10,000 letters the first week alone, congratulating Mobil for their interest in the public interest. Many of the letters included torn-up credit cards from competing oil companies with requests for Mobil credit cards to be sent to them. Newspapers called us and asked if they could run the ads for free. Editorials have quoted the ads. Life Magazine did a feature article on the Mobil television commercials which you will see later. We knew we had hit on something important. Again we learned -- give the reader something he's interested in...and he'll be interested in you.

It's fantastic! A campaign that was never designed to sell gasoline and oil is doing that kind of job. Ted Bates has since lost the gasoline and oil account. This is now with DDB. We are now in the process of preparing a gasoline and oil campaign too.

This is a trick picture.
Nobody is crazy enough to drive off a 10-story buildind.
Or are they?
The fact is, if you hit something when your car is doing 60 miles an hour, it's exactly the same as driving off a 10-story building. And i will get you to exactly the same place:the morgue.
We at Mobil don't expect you to drive 10 or 15miles an hour all the time.
The sad truth is, it wouldn't help if you did. But driving makes bad accidents. Period.
So if you remember anything, remember this: If you don't use your head at any speed, you're liable to lose it at any speed.
We have vested interest in telling you this: Our business is sellihg gasollin and oil. We think we make the best productsin the world,and we want to do everything we can to make sure that you'll be around to enjoy them.

Mobil We want you to live.


8 cheap ways to shut the kids up
when you're driving.

Driving with kids can drive you out of your mind.
Worse than that, it can drive you into a ditch or a tree or head-on into another car.
The trick is to do something about it before you leave. Later may be too late.
Here are 8 possibitities:
1. Before you start out on a trip, go to the dime store and buy some soft toys, coloring books, magic slates, games or puzzles. Wrap them individuaIJy and give them out along the way.
2. Make the oldest kid the Navigator. Go over the map with him, mark the route, and let him watch for road signs, towns, rivers and places' of interest. (This is an especially good idea if you're not too good at it yourself.)
3. Have the kids keep a Scrap Book of the trip. When you stop, let them collect postcards, match covers, menus and other souvenirs. When they get back in the car, they can paste them in the Scrap Book.
4.Play a game called Count Bumps. The kids cover their eyes and count the bumps the car goes over. (Make a rule that they nave to count to themselves, not out loud.)
5. When they get tired of counting bumps, get them to count something else. Anything else. Red cars. Blue cars. Police cars. Stars. Women drivers. Anything. Anything.
6. Take along a Junk: Box. It can be a shoe box full of spools, string, a magnifying glass, pipe cleaners, any old things. The kids will make up their own games to play with the junk.
7. Make a bed in the back for naps. You can do this easily by putting suitcases on the floor to level with the seat. (Whatever you do, don't forget favorite blankets and pillows.)
8. Suggest a game of Keep Quiet. Whoever keeps quiet longest wins.
If you have some pet ways of your own (leaving the kids at home doesn't count), let us in on them. Send them to Mobil, 150 East 42nd Street, New York, N. Y. 10017 and maybe we'll pass them along in another ad.

Mobil  We want you to live

You drive like the man you really are.

Drive behind a man for ten minutes and you can probably decided whether to hire him, fire him, marry him, divorce him or have him put away.
And it follows that he who follows you can make the same decisions.
Driving seems to bring out the worst in us more often than best.
We reveal secrets to strangers that we wouldn't tell to our best friends. Or even admit to ourselves.
So that's the first step, isn't it?
Before we fum the key, we ought to take a good , deep look into ourselves and admit that we could be better.
Not only as drivers. As people.
We are not talking about screwballs or maniacs. We are talking about everyday people doing everyday driving.
So, it's important for you to know that the great majority of accidents happen to our experienced drivers, travelling at moderate speeds, who never had an accident before.
Indeed, more than three-quarters of car fatalities occur on nice, dry roads within 25 miles of home.
Three-quarters of car fatalities last year added up to more than 37,000 dead people.
How many of the 37,000-plus deaths were caused by the piggish drivers? The rude ones? The ones who push and shove in elevators and supermarkets? The ones who are either slamming doors or blowing cigar smoke in your face?
We'll neither know. Autopsies don't tell us anything bout common courtesy.
We do know that driving is a chance for the good guys of the world to win for a change. Simply by setting a decent example.
The man who says " After you" is more likely to get where he's going than one who says " Nuts to you." "Nice guys may finish last. But they finish."
We at Mobil are not amateur psychiatrists or amateur preachers.
We are professional sellers of gasoline and oil. We see all kinds of people in our business and we want to keep seeing them.
Respectfully, we urge every driver on the road to take that good. deep look inside himself before the coroner dose it for him.

Mobil We want you to live

Till death us do part.

It may be beautiful to die for love in a poem.
But it's ugly and stupid to die for love in a car.
Yet how many times have you seen (or been) a couple more interested in passion than in passing? Too involved with living to worry about dying?
As a nation, we are allowing our young to be buried in tons of steel. And not only the reckless lovers -- the just plain nice kids as well.
Everyone is alarmed about it. No one really knows what to do. And automobile accidents, believe it or not, continue to be the leading cause of death among young people between 15 and 24 years of age.
Parents are alarmed and hand over the keys to the car anyway.
Insurance companies are alarmed and charge enormous rates which deter no one.
Even statisticians (who don't alarm easily) are alarmed enough to tell us that by 1970, 14,450 young adults will die in cars each year.
(Just to put those 14,450 young lives in perspective, that is far more than the number of young lives we have lost so far in Viet Nam.)
Is it for this that we spent our dimes and dollars to all but wipe out polio? Is it for this that medical science conquered diphtheria and smallpox?
What kind of society is it that keeps its youngsters alive only long enough to sacrifice them on the highway?
Yet that is exactly what's happening. And it's incredible.
Young people should be the best drivers, not the worst.
They have the sharper eyes, the steadier nerves, the quicker reflexes. They probably even have the better understanding of how a car works.
So why?
Are they too dense to learn? Too smart to obey the obvious rules? Too sure of themselves? Too un-sure? Or simply too young and immature?
How can we get them to be old enough to be wise enough before it's too late?
One way is by insisting on better driver training programs in school. Or after school. Or after work. Or during summers.
By having stricter licensing requirements. By rewarding the good drivers instead of merely punishing the bad ones. By having uniform national driving laws (which don't exist today). By having radio and TV and the press deal more with the problem. By getting you to be less complacent.
Above all, by setting a decent example ourselves.
Nobody can stop young people from driving. And nobody should. Quite the contrary. The more exposed they become to sound driving techniques, the better they're going to be. (Doctors and lawyers "practice;" why not drivers?)
We at Mobil are not preachers or teachers. We sell gasoline and oil for a living and we want everyone to be a potential customer.
If not today, tomorrow. And we want everyone, young and old, to have his fair share of tomorrows.

Mobil We want you to live. 



We sell gasoline and oil.
We don't oppose love and drive, but don't be same time.
We wont you to live.

Where are you spending the Holiday?

23,000 drivers and passengers will spend it here. Drive carefully this weekend.

Mobil We want you to live.

National Committee SANE Nuclear Policy

SANE is not a real account with DDB in fact, it's not there anymore. It came to us for help. It was at a time when the world was in a different kind of turmoil than it is in now. It was at a time when the U.S. and Russia were testing Hydrogen bombs and if it continued it would contaminate the atmosphere. It was at a time that China was developing their nuclear power and threatening to use it. It was at a time when France was starting to explode their bombs. SANE stands for a sane nuclear policy. It is composed of businessmen, educators, intellectuals and just plain people, who would like to contribute their time and money for the good of the world. They asked us for help and we gave it to them at no cost. They said please, let's do an advertising campaign. Let's get the public involved in this thing. There is too much pacificism. Get them to write letters to their Congressmen. Get them to force a test-ban-treaty throughout the world. We said we would love to help.

The ads you are going to see are some of the ads that were prepared on the topic. I must tell you that it was one of the most exciting things to work on a product that is more than a product. To employ all of your knowledge and all of your techniques in influencing the world. It's a rare opportunity for an individual who is not in a high government position or in a position of world influence to move people into doing things for the good of the world. Doing these ads was one of the most satisfying experiences of my career.

The first ad I'm going to ahow you is "Dr. Spock ir Worried." (Tell about Dr. Spock and what be stands for. Like Dr. Brrcher in Switserland.)

The reault of this ad was unbelievable. (Letters and monney---results of ad.)

Dr. Spock is worried.

If you've been raising a family on Dr. Spock's book, you know that he doesn't get worried easily.
From the university in Ohio where he works, he sends you this message about the resumption of nuclear testing in the atmosphere:
"I am worried. Not so much about the effect of past tests but at the prospect of endless future ones. As the tests multiply, so will the damage to children -- here and around the world.
"Who gives us this right?
"Some citizens would leave all the thinking to the government. They forget the catastrophic blunders that governments have made throughout history.
"There are others who think that superior armaments will solve the problem. They scorn those who believe in the strength of a just cause. They have forgotten that a frail idealist in a loin cloth compelled the British to back out of India.
"There are dangers in any course. I would rather we took small risks today if there is hope of lessening the enormous risks which lie ahead.
"And if I am to be destroyed through some miscalculation I would prefer to be destroyed while we are showing leadership in the search for a cooperative world than while sitting in an illusory fortress blaming our opponents for the lack of a solution.
"In a moral issue, I believe that every citizen has not only the right but the responsibility to make his own feelings known and felt."
     --Benjamin Spock, M. D.

Norman Cousins, editor of the Saturday Review, took the ads to Khruschhev at the time to show him how the American publicwas behind the test-ban-treaty.

I'd like to believe the ads had a little something to do with the signing of the treaty.

Well, in the case of Doyle Dane Bernbach, we do know why. It could never have happened without sticking firmly to a positive basic philosophy and then producing great work to back it up. Thank you... (fin.)

レクチャー 承前



ソニーの製品が提供しているものは、何だったでしょうか? ほんとうの可動性・軽量性ということです。人びとはテレビのある場所へ出向くのではなく、セットを人びとがそこで観たいという場所へどこへでも移動させられるということです。



真っ青に晴れた日に、テレビを見ながら屋内にじっとしているのがお嫌いなら、私たちはあなたぴったりのセットをお届けしました。ピーかんの日、オール・トランジスタソニーSun Setを持って出て、戸外でテレビを観ましょう。
秘密はスクリーンです。従来の白いスクリーンに替え、Sun Setは、ギラギラと眩しい光を遮断する特殊なブラック・スクリーンなのです。 つまり、陽の下でも画面の鮮度が落ちません。そして、AC電源と同様な働きをする充電可能な電池で、陽が落ちた(sun set)後の戸外でも楽しめるのです。The Sun Set

C/W イヴァン・スターク 
A/D フランク・カマーデラ


新しく開発されたこのセットは、陽の下でもはっきりした画面を観ることができます。ほんとです。 日陰だけではなく、日なたでも(ギラギラと眩しい光を遮断するスモーク・スクリーンを持っているのです)。 すべてはトランジスタ化されていて、パック式の充電可能バッテリーでもAC電源でも作動します。つまり、Sun Setは、 屋内でも屋外に持ち出しても観ることができるのです。7インチのソニーテレビ


軽量5インチ ソニーテレビ




これは、最初の航海用テレビとして記憶されるべきものです。9インチ・ソニーです。(ソナー---水中電波探知機---とまちがえないでください)。 ソニーは、魚群を発見することはできません。でも、私たちは、音で魚を逃がさないように、イヤホーンをつけましたよ。この釣具箱サイズTVは、充電可能のバッテリ・パックをもっています。上陸中の新米水夫さんのために、AC電源用のプラグもあります。非帯熱のトランジスタが29石。ですから、修繕のためにたびたびSOSを出すことはないでしょう。波が高くてなっても画面は波立ちません。43インチの伸縮自在のアンテナのおかげです。(もし遠く流された祝されてしまったら、これに白いシャツをむすんでください。そして、何よりもいいことは、仮に魚が釣れなくても、いつでもニュースを見ることができるのです。ロバート・トラウトもキャッチできます。9インチ どこでも ソニーテレビ(注・トラウトは人気のあるアナウンサー。別の意味で魚のマス)














モービルでは、寄せられた手紙の整理のため8名の事務員を専念させたほどでした。最初の1週間だけでも 1万通の手紙が集まりました。




まったく驚くべき出来事でした。ガソリンやオイルを売るために企画されたわけでもないキャンぺーンがこのような結果を招いたのです。テッド・ベイツ広告代理店は、これ以後、ガソリンとオイルに関するアカウントを失い、現在それらは DDBへ移って来ています。



Mobil 私たちは、あなたに生きていていただきたいのです。