The Real Mad Men

The DDB ads of the fifties and sixties revolutionised the advertising industry, with thinking and creativity still admired and envied today. A key part in this revolutions was the social changes at the time. In New York, the post-war immigration of Europeans starting new lives in America had created a large Jewish population, and the second generation of these immigrants from many different ethnic backgrounds began applying and working in the ad agencies. Because of this, new humour and styles began to appear in ads, whether unconsciously or in response to a new, more varied audience. Aesthetically as well as socially, the backdrop of New York city was changing. New buildings and skyscrapers were cropping up, new music, poetry, literature, theatre, and art all affected the goings on in the ad agencies. With advertising having a bad name in the 50's due to repetitive, dull ads, this revolution was much needed.

The 'Think Small' campaign epitomises the creative revolution because it marks the change of advertising from the 60's onwards, and carved the way for better advertising. Before, the majority of ads used tried and tested methods of repetition to communicate the message, using little or no creative skill to engage and entertain the audience. With DDB's VW ads, the copy was chatty but also informative, letting the information be communicated almost seamlessly. It was revolutionary because it used new tactics which other agencies didn't dare use; transparent honesty over unrealistic images. By mentioning the 'flaws' of the product but also showing the many benefits, the 'self-depreciating wit' of the ads was almost endearing, and proved a  huge success with the audience. DDB's didn't try to out-do the competition in terms of style and visuals, but they out-smarted them with unquestionable logic and charm. The ads epitomise the creative revolution because they changed the way ad agencies worked, thought and the way the audiences responded to advertising.

[Reference: Cracknell, A (2011) The Real Mad Men]