The Core Concept in Marketing Remains Alive, Simply Evolved with Enhanced Awareness
Lemons to Loin Cloths: The Pioneers of Advertising's "Big Idea"
Sail through the last eight decades, and you'll stumble upon some mind-blowing ideas that snared consumers into buying everything from lemons to bi-weekly magazines. These game-changing concepts have been the guiding light for modern advertisers, helping them navigate their own campaigns.
In a 1972 article, the legendary ad-guru David Ogilvy confidently declared, "Unless your advertising is built on a big idea, it will pass like a foggy ship in the night."
Ogilvy was no ordinary ad-whiz, earning the title of the "original Mad Man who made advertising cool." Founding Hewitt, Ogilvy, Benson & Mather in 1948 (later Ogilvy & Mather), he flipped the advertising world on its head by focusing on consumer research, appreciating audience intelligence, and delivering intelligent, informative ads instead of employing boisterous or salesy tactics. Icons of his campaigns such as the "Man in the Hathaway Shirt," and the Rolls-Royce electric clock ads are still vividly remembered for their powerful stories, intriguing mystery, and a deep dive into the products' intricacies [1][4].
Enter George Lois, who is renowned for coinsigning the concept of the "Big Idea." Known for creating some of the most enduring magazine cover artworks in history and revitalizing MTV's identity during the 80s, Lois' work boasted the power of a crystal-clear, magnetic message that truly resonates with consumers. The core of his approach rested on delivering a single, impactful idea that gives brands a leg up against their competitors, enticing consumers to purchase [1].
The "Big Idea" today stands as the cornerstone of successful ad campaigns. It hinges on a powerful, differentiating idea that captures the essence of the product or brand, luring customers to buy. This method has significantly impacted both direct response copywriting and overall advertising technique on a global scale [1].
Ogilvy and Lois played a pivotal role in shaping the modern advertising landscape, initiating a shift from blatant product promotion to constructing captivating, emotive, and intelligent brand communication. Ogilvy's philosophy of "soft selling" with charisma and respect left an indelible mark on advertising creativity and ethics, making waves globally.
Lois, on the other hand, engraved the importance of the "Big Idea" on the global advertising landscape. His works epitomized the power of a central, compelling message that touches consumers viscerally, encapsulating the essence of a big idea in advertising [1].
In essence, the names David Ogilvy and George Lois are synonymous with dismantling and rebuilding the advertising industry, from simple product announcements to storytelling and brand-building through all mediums—including emerging platforms like radio and television in the mid-20th century [3][4].
Stay tuned as we delve deeper into the world of advertising, exploring its evolutionary journey and its impact on today's marketing landscape.
In the realm of advertising, the 1972 assertion by David Ogilvy, renowned as the "original Mad Man," emphasized the importance of a "Big Idea" to create memorable ads that resonate with consumers, rather than relying on boisterous sales tactics [1]. Notably, Ogilvy's philosophy of "soft selling" laid the groundwork for captivating, emotive brand communication that continues to shape the industry [1].
On the other hand, George Lois, coinventor of the "Big Idea," popularized the concept of delivering a single, impactful message that sets brands apart from their competitors and leaves a lasting impression on consumers [1]. Lois' enduring works exemplify the power of crystallizing a big idea in advertising, transcending time and context [1].
As we delve into the evolution of advertising, it's fascinating to observe how these pioneers, including Ogilvy and Lois, have fundamentally altered the industry, moving away from product announcements towards storytelling and brand-building across various mediums, including emerging ones like social media, movies and TV, and books [3][4]. Their contributions to pop-culture continue to influence the world of entertainment and advertising even today.
