Tell The Truth, But Make The Truth

Advertising Is Only Evil When It Advertises Evil Things.

Our Offices Must Always Be Headed By The Kind Of Men Who Command Respect. Not Phonies, Zeros Or Bastards.

It Takes A Big Idea To Attract The Attention Of Consumers And Get Them To Buy Your Product. Unless Your Advertising Contains A Big Idea, It Will Pass Like A Ship In The Night. I Doubt If More Than One Campaign In A Hundred Contains A Big Idea.

You Aren't Advertising To A Standing Army; You Are Advertising To A Moving Parade. Three Million Consumers Get Married Every Year. The Advertisement Which Sold A Refrigerator To Those Who Got Married Last Year Will Probably Be Just As Successful With Those Who'll Get Married Next Year. An Advertisement Is Just Like A Radar Sweep, Constantly Hunting New Prospects As They Come Into The Market. Get A Good Radar And Keep It Sweeping.

It's The Lack Of Ambition That Cripples Most People, And Makes Them So Pedestrian In The Advertising/creative Business