Mis Judy Protas
I've realized something since I took myself off the Ohrbach's account.
The cat ad is still the public's favorite, but for me it's been upstaged by this one: a job I did with a great AD and ex DDB'er: Charlie Piccirillo.
The kid was a way to say "Ohrbach's" with the special understanding and humor we tried always to attach to the store.
It seems to have worked, if the number of people who still mention it is any indication.
As a close second I'd have chosen the Levy's "You don't have to be Jewish" stuff; the line has sneaked into the language, and comes back at me now in all sorts of weird permutation is. But I had to choose, and the sulky kid won out.
We regret to inform you your school stuff is ready at Ohbach's.
Sorry, I have not body copy.
This is one of the first ads I ever did. The art director was a guy called Helmut Krone. It started out as a 1-column newspaper ad on brandied cherries.
Under the word "delicious" was a brandied cherry with stem. Under the words "wasn't it?" was the stem alone.
There was an intelligent young account man on Barton's called Neil Schreckinger. He thought the ad was so brilliant that it should run in larger space. So the lone 1-column cherry became a full-page box.
It turned into something of a classic and ran many times.
In those days an ad with a one-JwQ punch was quite revolutionary. Today it makes me wince a little.
It seems like a kindergarten exercise compared to what we're doing today. I guess that's a healthy sign of progress.
A/D Helmut Krone
Mrs. Paula Green
It almost didn't run.
Everything was against it.
It was a thorny ad.
It wasn't pretty, it printed unprintable truths, it exposed the naked company to the public.
It made a lot of people uncomfortable.
It even irritated a lot of people here.
It researched miserably.
Bill Bernbach had the courage to sell it.
The cl ient had the cou"rage to buy it.
It is a one-page summary of Doyle Dane Bernbach.
Besides, if it hadn't run, who would've asked me what's my favorite ad today?
Avis is only No.2
in rent a cars.
So why go with us?
We try harder.
(When you're not the biggest,you have to.)
We just can't afford dirty ashtrays.Or half-empty gas tanks.Or worn wipers.Or unwashed cars. Or low tires.Or anything less than seat-adjusters that adjust.Heaters that heat.Defrosters that defrost.
Obviously,the thing we try hardest for is just to be nice.To start you out right with a new car,like a lively,super-torque Ford,and a pleasant smile.To know,say,where you get a good pastrami sandwich in Duluth.
Because we can't afford to take you for granted.
Go with us next time.
The line at our counter is shorter.
A/D Helmut Krone