"Interesting but unsalable ads are just standing still, but selling but uninteresting ads are abhorrent." It is today's protagonist, Leo Bena, the "star picker" who says this.
<h4 class="pgc-h-arrow-right" > advertiser profile</h4>
Leo's father is a self-employed, in Michigan St. John's plot a textile shop, because of insufficient manpower, little Leo had to work for his father in the store, usually that is, to write some slogans, draw some posters, rather than to give his father a miscellaneous, little Leo prefers to work for others, the father also feels that his son should have a more vast world, so little Leo went to the town to work.
Leo Bernard, 12, was a young man who was not inferior and worked as a cleaner at a company called the Clinton Democratic Newspaper, cleaning up the printing cylinders.
Later, he was promoted to a text reporter, and "accompaniment" was probably his real profession, because his mission was to go to the train station and chat with the melon eating crowd in order to get a news worth putting in the newspaper and a weekly salary of $3.
Small money earns small wine and drinks a small life, but Leo is actually unhappy, first, because he does not have a beautiful face and does not invite girls to see, he is more and more reluctant to participate in various social circles, and second, his father's business failure is in the family situation, and the cost of his own college has also gone down.
But Leo was destined not to be an ordinary person, he caught up with a school speaker, Woodinards Ferris, in which Woodinalson said: "There are always some difficult moments in life, and at this moment you have to wake up, pick yourself up, and start again." You may be better than you think." These words made Leo enlightened and awakened, so Leo decided to teach in a neighboring village to earn tuition.
Spring and autumn came and went, and year after year, the 19-year-old Leo was finally admitted to the University of Michigan, and began to study both ability and political integrity, studying Latin, German, rhetoric, as well as history and construction drawing.
In addition to studying, he did not forget to engage in economic establishment, working in restaurants, helping professors pick up flower beds, part-time building window posters for Mecker Department Store, and becoming an editor of the Michigan Celebrity Yearbook and Daily.
A 24-year-old bachelor of arts degree in journalism, he came to the New York World Newspaper with ideals and enthusiasm, but was turned away, and reality and ideals met together as heartbreaking voices.
Leo had to retreat to the second place and become a reporter in a small town. The news of the first day was a homicide. He wanted to be a righteous journalist, expose politician corruption, and dream of becoming the publisher of a first-rate newspaper like the New York Times. But from God's point of view, in fact, no one stipulates that you should think about everything for the rest of your life when you are in your 20s and don't know anything.
<h4 class="pgc-h-arrow-right" > from editor to advertiser</h4>
At that time, With a weekly salary of only $18, Bener lived frugally on meager pay, spending 15 cents a day for breakfast, 25 cents for lunch, and 35 cents for dinner. In order to earn a little more, he began to take on some private work under the name of "Leo N. Burnett", publishing a column on "Railway Development" in other newspapers, two times a week. At the same time, he also began to pay attention to the auto industry reports that had been opened up a year ago.
At that time, the U.S. auto industry was booming, and large and small car factories were set up and expanded rapidly. In the spring of 1915, Leo could not resist the craze, and at the suggestion of his old classmates, he resigned and went to Detroit to join the Cadillac Automobile Company as he wished.
According to Leo Bernard, it wasn't that he chose the ad, but that the ad chose him. Howard, the manager of Cadillac Motors at the time, was looking for an editor who could take charge of corporate publications, and there was no doubt that such good things fell on Leo Bernard's head. At Leo's advertising school, Cadillac Motors, he first met his advertising mentor, Theodore F. McMeinis. MacManus）。 Leo himself hailed McMenis as "one of the greatest advertisers of all time".
The young man who dreamed of going to The New York Times has since taken a different path. It was nearly 20 years before 1915 was founded by leo bernard. Leaving for Cadillac in Detroit was a big gamble in his life. There, Leo met many advertising clubs and read all the advertising publications that could be found at that time. As a newcomer to the industry, you must make yourself more aware of advertising, and these days have become the migration point of Leo's successful cross-border advertising circle.
Not only that, Leo also met the most important woman of his life, Naomi Guttis. Leo used to have lunch at a small restaurant near his office, and one day when he was paying the bill, Leo picked up the cashier at the counter because he noticed that the little sister was reading William Di Morgan's The Story That Could Happen.
Leo suggested that she read another, more interesting book, Joseph Vance, and on a few dates afterward, Leo would always take with her books that Naomi might like, including a red leather cover of Songs of the Red Cross, which had just been released, and Naomi said that everyone wanted to read the book at the time, which was a real artistic avant-garde. A year later, the two men married in Detroit. Leo, who is not tall, handsome, and has no money, has attracted Naomi by reading.
But in the next 15 years, Leo has always been difficult to stand out, from the manager of the advertising department to the creative director, either the company is closed or the boss has three views of the disagreement, and finally at the right age, the era is not suitable, the East cobbled together 50,000 US dollars, in a Chicago hotel suite gorgeous entrepreneurship, the well-known "Leo Bena" confession company was born.
<h4 class= "pgc-h-arrow-right" > a desperate bet for a 44-year-old</h4>
There is also an idealistic concept of "picking stars", reaching out to pick stars, even if it is futile, it will not be sludge in one hand. In addition to the romantic star picking, there are also real apples, and a basket of apples is placed at the company's front desk for visiting customers and partners. The act of giving apples was also ridiculed, "Before long, Leo Bernard will not be able to send apples anymore, but will have to go to the side of the road to sell apples." 」
But today, hundreds of millions of Apples have been given to customers, employees and friends. Compared with the talented Ogilvy and Bernbach. Leo is more like a foreign youth in the north, Shanghai, Guangzhou, and Shenzhen, and has to work hard like a cow. Although "Leo Bernard" in Chicago is still far from Madison Avenue, Leo's diligent deeds have been passed down ten, ten hundred, and Ogilvy's refusal to merge with Leo Bena is that Leo's efforts have made me feel terrible.
Ogilvy once jokingly said: "I'm already working pretty hard, but I can't work with Leoby at all, and I privately think that if we become a family, he will call in the middle of the night and wake me up and ask me to meet him in Detroit at 8 a.m. the next morning to win more car customers."
But the effort is not actually rewarded, for the "Leo Bena" company, Hershey chocolate and Green Arrow chewing gum, these two projects, are lost money to make money. Another of the company's big customers, the Minnesota Basin Canning Company, also cut back its advertising budget. You may not be familiar with this canning company, but you should have heard of the "Hulk" company, and "Hulk" is the advertisement that made Leo a hit. The Minnesota Basin Canning Company was renamed the Hulk.
However, at this time, "Leo Bena" belonged to the rhythm of basic inversion, and the assets were probably only left with the large farm that the company bought when it was founded, and then, the poor "Leo Bena" simply started a public service advertisement. On December 7, 1941, after pearl harbor, Leo focused on the Wartime Propaganda Committee. The secondary was the collection of metal scrap, which was eventually praised by the Washington War Production Board.
But Leo, who works hard, soon leo has a heart attack, but if he is not afraid of death, he will launch a "farm rally", so that the account director and art director all go to the big farm to have a brain attack, how can the lingering sick body hold back the ideal of "picking stars"? After all, Leo is not a "home star", and after World War II, Leo ushered in the "spring of development".
<h4 class="pgc-h-arrow-right" > innate drama</h4>
In 1945, the American Meat Association commissioned Leo to throw a big order, in fact, to make a print advertisement for red meat, Leo Bernard found through research that the red color of fresh meat represents freshness, appetite, and quality. Stick to the red color of fresh meat. In the years when the ps skills were not yet mature, the honest man Leo indirectly used a red cloth as a background layer to take a photo of the red meat, and defined it as "the drama that the commodity is born with". Ad Title: Can You Hear Their Noise in the Pot?
The sound of nourishment is dramatic, grasping the sound of sistan when frying meat, making people think of taste, and stimulating the sense of taste with words. This is the innate drama of the product, and grasping the drama of the product itself can stimulate the customer. Later, this method was summarized and refined, becoming the creative method of Leo Bernard. It has been passed down for decades and continues to this day.
Later, Pinnacle wanted to promote a new type of baking cake material, and Leo made a set of mouth-watering cake posters for it, and then told you with a cross-section how the cake was made, and it was the new baking material of Pinnacle that was selected.
Four months later, the ad was a huge success and Leo Bernard began its first expansion. In 1947, the founder of the food company Kellogg called Leo Bena and said he wanted to give Leo Bena a big order. Leo Bernard, who got the opportunity, not only created the most famous advertising slogan of 1949, but also left a cartoon image that swept American families for the new product frozen cereal, Tiger Tony.
This frozen cereal was the best selling cereal after cornflakes at that time, and you can see the praise of advertisers in society, Roosevelt said, "If you don't want to be a president, be an advertiser." All this fame is earned by themselves.
Then came the olive branch from Marlboro, a cigarette company that was originally sold only for women, and the advertising slogan was also too tender to be unwanted, "as mild as the climate of Pu Yue", Leo's team decided to position its communication theme as "releasing the flavor of men", and they took a film with a rough western cowboy image, highlighting that this is a cigarette smoked by a real man.
During this time, Leo Bernard also created several very memorable advertising campaigns. Classic images include Charlie Tuna, Happy Hulk, Kellogg Dough Boy, Tiger Tony and more.
No one ever imagined that the original Leo Bernard Advertising Agency had come alive, and in 1958, the turnover exceeded $100 million, and moved to the mastery Madison Avenue, when Leo Bener was 67 years old. Although the enthusiasm is still the same, it is quite old. Leo had a heart attack at work. At the insistence of his family and colleagues, he later attended only the Creative Committee.
In his final speech, Leo said: "Please let me know when I will ask you to take my name off the door." That day is when you just want to make a profit and don't spend any more time advertising... Young man, at that time, I will let you take my name off the door. Even if I had to find an apparition one night to wipe away my name myself. Before I die, I'm going to scribble away whoever picks the stars and burn all the letters. Tear off some of the commercials by the way. Throw every damn apple into the elevator take-off and landing machine. The next morning, you don't know where you are. You have to find a new name.
This frame is obviously, "As long as this baby is still in none of you, don't want to fool around, otherwise I won't let you go", but the apparition is only a joke after all, after Leo Bena was acquired by The Lions, there is no such thing as a supernatural event, symbolizing the strange loss of the big dark pencil of "Leo Bena", and finally it is just a self-directed event marketing.
Leo Bena had only begun to study advertising in Cadillac, but when he was first exposed to advertising, it was actually when he was very young, and after dinner, he lay on his father's back, and his father spread out a blank piece of paper at the table, using a yardstick and pencil, writing the poster slogan used in the store. Sometimes my father would let him write. It was the first time Leo had seen this large pencil, numbered Alpha245.
The lost 15-meter-long pencil was eventually cut and cast into 688 limited edition small pencils and sent to the hands of the "star picker", who may still hear the brushing sound of pencils and ideas bursting on the paper at night.
Leo's winding and tortuous and a little choppy life is the end here, there are not many advertising manuscripts about Leo on the Internet, the epoch-making superstar will eventually fall, but the star pickers who still shine are still quietly cultivating for Leo Bena, and then give you who love advertising, see the advertising creativity of the star pickers.
1. McDelivery of McDonald's
The Advertising Agency Leo Bernard in the United Arab Emirates has created a series of simple paintings for McDonald's that humorously show different situations where McDelivery can save you time.
2. War: No animals die
Wildlife safaris are still taking place daily in Thailand. Hunters hunt wild animals for illegal trade, while some are just for fun. Thailand's Leo Bernard advertising agency, through print ads to show how the loss of one species of wildlife affects another, has raised awareness of the problem and inspired support for the WARF Foundation to continue its mission to protect wildlife.
3. Garbage Heroes: Sand, Earth, Sea
A public service announcement printed by the Thai advertising agency Leo Bena, garbage thrown on the beach, in the mound, on the ocean, is only a matter of a second, but it takes 450 years for plastic to degrade in the sand, 1000 years in the soil, and 300 years in the ocean.
4. McDonald's Sport
Printed Olympic ads created for McDonald's by the Italian advertising agency Leo Bernard. The ad extracts material from McDonald's products and builds up Olympic games-related matters in the ad.
5. Samsung: Masterpiece
Print ads created by the Swiss advertising agency Leo Bernard were actually selfies, completed with NX mini with a 3-inch flip-up display and interchangeable wide-angle lenses.
6. Fiat
Print ads created for Fiat by Brazil's Leo Bernard Advertising Agency, do not look at your phone or send messages with your phone while driving to avoid traffic accidents while driving.
7. Jeep
Created by the Russian advertising agency Leo Berner for the jeep, the jeep in it is replaced by simple graphics, and the tough car carries the sand and snow on the ground, highlighting its strong horsepower and adaptability.
8. McDonald's
The print ad created for McDonald's by the Indian advertising agency Leo Bernard used McDonald's M letters to create two superhero posters with strong recognition.
9. Tesco Lotus: Fast delivery
Tesco Lotus has always focused on fresh food. The new Tesco Lotus marketing campaign conveys the retailer's commitment to providing quality fresh food and fast delivery services. Because freshness is the heart of their business. The ad was created by the Thai advertising agency Leo Bernard, and the graphic conveyed the fast delivery speed.
10. NK Sleepcare
In a print ad created for NK Sleepcare by the Thai advertising agency Leo Bena, people who usually snore are unaware of how badly they snore, and the spirit guys who don't have a party next door can't stand it, and trigger those who snore to consider asking NK Sleepcar for help.
11. McDonald's: Nocturnal animals
A print ad created for McDonald's by The Vietnamese advertising agency Leo Bena, McDonald's needed to remind Vietnam's night owls that their favorite McDonald's restaurant was open all night. Therefore, the advertisement cleverly combined the iconic McDonald's arch into the eyes of Vietnamese nocturnal creatures to create this ad.
12. CPCR
A print ad created for CPCR by the Thai advertising agency Leo Bernard, the pain of being molested as a child lasts a lifetime, please stop it before it happens.
Reaching out to pick up the stars, although it is possible to be futile, does not fill your hands with mud, this is Leo Bernard's famous saying.
My understanding of this sentence is that to take the law from above, to get it, to take the law from the middle, and only to get below it. This means that if a person sets a high goal, it is still possible to reach only a moderate level in the end, and if a medium goal is set, it is possible to reach only a low level in the end. Encourage us to still have dreams, to be high on ourselves, even if we can't become saints or big cattle in a certain field, we will be a good ordinary person, better than those who do nothing.