DAVID OGILVY was the advertising genius of the 50s 6os and 70s. Some of his work was astonishingly brilliant. His ad for the Rolls Royce Silver Cloud read ‘at 60 miles an hour the loudest noise in this Rolls Royce comes from the Electric Clock.’ His ad for the Volkswagon Beetle when going small, showed the car isolated on a blank sheet of paper with the headline of two words ‘Think Small.’ These two cars both had record sales.
In his book ‘Ogilvy on Advertising’ he relates to one of his most successful ads ‘Marlboro Cigarettes’ – the headline said, ‘Come to where the flavour is, come to Marlboro Country.
All great ads essentially sell two things – benefits and needs. The Marlboro ad ran for nearly four decades and it is ironic that the most successful ad of al time sold the most destructive product of all time. That’s the power of advertising.