This is one in a series sharing my admiration for the genius of Leo Burnett, who after years of studying is in my estimation the most creative ad man of the past century.
“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
Has the creative process ever be more clearly outlined? This quote was made over 50 years ago when TV was a novelty and the internet an imaginary domain of my sci-fi hero Flash Gordon! The creative direction Mr. Burnett gives is so fundamental, yet I humbly admit to missing the point for years – less is more! Our agency now has imposed a word-count limit – a :30 TV “bombs-away” information buffet just does not resonate with today’s viewer!
And I do not want to appear assumptive, but today I believe Mr. Burnett would further comment, ‘Make it connective!’ His iconic “Jolly Green Giant” appeared on TV, in print ads, grocery aisle POP and on every label. Connective – make sure your simple, memorable, inviting message covers every base your market touches!
Leo Burnett (October 21, 1891 – June 7, 1971) was an advertising executive who created the Jolly Green Giant, the Marlboro Man, Toucan Sam, Charlie the Tuna, Morris the Cat, the Pillsbury Doughboy, the 7up “Spot”, and Tony the Tiger.
He was named by Time magazine as one of the 100 most influential people of the 20th century.