Le Corbusier – Dinosaur!
Coco Channel – Granny!
Paul Rand – Has-been!
Irving Penn – Neanderthal!
Saul Steinberg – Silly Old Fart!
Looks weird doesn’t it?
Because we’re not used to seeing those people disrespected, they’re lauded for their part in elevating their profession.
Especially by those in the same industry, who study their every idiosyncrasy to inform their own creative output.
It enables all of us who follow to start further down the page.
It’s why all creative industries strive to improve what they may create in the future by learning from what has been created in the past.
Except in advertising.
In our field, creativity is viewed like toothbrushes, condoms or diapers; useful when new, worthless once used.
We distance ourselves from the past like we’re in one gigantic witness protection programme; ‘Ads?Us? No Guv…er…we’ve only ever dealt in that there new media thing…the thing that came out last week’.
Maybe we feel we are not worthy of being taken as seriously as ‘proper’ creative industries, like fashion, architecture and photography? Because surely advertising is just brash, patronising garbage isn’t it?
Predominantly, yes, but it doesn’t have to be, at its best it can connect with people as much as any form of creativity.
Some of the ads that connect most are those that shine a fresh light on our lives, their observations create empathy for a product.
To be truly effective, the observation needs to be inextricably linked to the product.
Nobody did this better than David Abbott.
Oddly, this kind of creative thinking seems to have gone out of fashion.
A shame, because it’s one of the most effective ways to sell things.
I was reminded of this after a friend, John O’Driscoll, got in touch to tell me about a website he’d just put up about David Abbott.
So John, people who follow this blog will either have heard of David, and therefore visit ‘What David Said’, or they won’t, so will wonder who the hell he is, so for them, who is David Abbott?
David Abbott is considered, by his peers, to be one of the best ever British copywriters.
Since its inception in 1963, nobody has had more work accepted into D&AD; 276!
A figure I am sure that will never be topped.
David was also the a founder of Abbott Mead Vickers, the biggest and probably most successful – ever British advertising agency.
Why should they visit the site?
A bit of history first; DAVID ABBOTT SAID (excuse the caps but that’s branding) was going to be one of many life stories of the great creative forces of British advertising.
The project was to be called THEY SAID.
It was the idea of George Boyter, who in 2013 was a course leader at Bucks College.
As a lecturer, George discovered that when he needed reference of ads of the past, the only source was the D&AD annuals in the uni library of which there were few, as the rest had been stolen.
And in his quest to help those who might want to read the copy in the ads, (they couldn’t because it was too small!), George wondered if a reference website could be created that contained the great of ads of the past.
His idea was to film their creators and along with the transcript and their lifetimes work and put them online as a sort of reference library.
So what happened?
Despite the initial enthusiasm when it came to the matter of financing it there were no takers.
We even tried to get a documentary made from the David Abbott footage, but unless the subject is Martin Sorrell or Charlie Saatchi, no one outside our business is interested in anyone from advertising.
Did you try AMV/BBDO?
We had just got our pitch together to present to possible sponsors when David sadly died.
So our first port of call with THEY SAID was to meet with Omnicom European chairman and AMV co-founder Peter Mead to tell him about the idea.
Peter showed a lot of interest and offered to see if he could get the folks at head office to maybe back us.
But unfortunately a letter eventually came from him that said they were not.
Last year we offered the footage of David to AMV and I have to add here with a price attached: We needed pay the technicians and editors, who helped make the film and the man who built the website, plus a couple of bob for George and me for our trouble. Negotiations started well but seemed to have petered out a few months ago, so we’ve taken it that they don’t want it.
That really surprises me, did you try the History Of Advertising Trust?
We were advised that they were skint. But that was in 2013, assumed it was true, but in retrospect who knows?
It would be ungracious not to mention here, that when David passed away, they posted the short obituary film we put together on their website.
We are very grateful for that.
Our disappointment with them is, that at the time of the request for help with THEY SAID, that the principal that the creative and originality of the men and women who played a very important part in the founding of the association and its continuing success should not be recognized.
Ok, being devils advocate, why should young people visit the site?
A history lesson on how ads were once done!
David Abbott encapsulates what every UK adman aspires to be.
David was not only a great copywriter but a very astute business man and a brilliant creative director.
In every agency he headed or founded, he not only made them profitable but made them fun to work at.
David’s agencies were not places of fear.
And to be honest, we thought if we got David Abbott on board for the project it would be much easier to approach others.
How did you get David to agree to do it?
He only agreed to do it provided it was to be used for educational purposes.
And it helped that I knew him quite well, because as a creative as I’d worked for him at DDB in the 60s and AMV was my last agency, before I became a film director.
Where was it filmed?
We shot four hours of footage at his immaculate flat in Cadogan Gardens, with George interviewing.
What was the most surprising thing you discovered whilst interviewing him?
He hadn’t changed.
Not a jot.
He was the same urbane gentlemen.
And the same hair style he had in the 60s, only white.
How does the site work?
It’s made up of different chapters of David’s life.
Starting from when he was a child to his last day in the office.
There’s even a chapter about what he thought about planners.
Each chapter has a collection of David’s work and the opportunity to watch either him in a video clip or read the transcript.
(A note to possible visitors to the site: The transcript is a direct lift from the interview so has a lot ‘ums’ and ‘ahs’.)
What’s your favourite chapter?
It’s called ‘My favourite ad’.
On the morning the ad appeared in the Sunday Times he noticed his daughter Jenny reading it, her reaction was not what he expected.
Check the site and you’ll see which as he was talking about!
What’s your favourite print ad of his?
I have two.
One for the ASTMS, the other for Volkswagen.
Ads like these were unique the time, and no one else was doing them.
First the for ASTMS (Association of Scientific, Technical and Managerial Staff): I was a past-up artist in the studio at DDB when the ad for was being put together by the studio manager.
ASTMS was a start-up white-collar union.
The ad had no photo.
No tricky art direction.
Just great writing that made people read it.
It garnered thousands of replies and created an organization that for the first time allowed men in white coats and suits to sit around their bosses’ table and discuss their pay and conditions.
The other ad was for VW.
It featured Marty Feldman, a famous actor, comedian and writer.
Marty had what you might call a characterful face, with one eye pointing in one direction the other looking somewhere else.
In the UK, despite the best endeavours of David and the creative department, they never really produced a VW ad that matched the magic of the American ads until this one.
It was different and it was local.
What about TV?
Though thought to be better at print, David did great TV.
He was the first to do recipe ads on the telly. (See the Sainsbury’s chapter.)
He’s also known for memorable commercials for Yellow Pages, but the stand out ad for me is his commercial for the Economist, which went hand in glove with the brilliant poster campaign he created for the weekly.
It features Henry Kissinger, who, for those who have never heard of him, was one of most important political movers and shakers of the 20th century.
The commercial features him sitting down in First Class on a plane next to what looks like a typical businessman, with the voice over pondering what the man is going to talk about with Henry during the flight.
Is David Abbott relevant to the young creatives of today?
Well, that point is up for debate.
Correct me if I am wrong but present day creatives seem to be neither art director or copywriter, as either skill is not deemed necessary since their daily task is together to create work that is only shown either in social media sites or other digital outlets.
I was informed recently by a very well-respected creative director of a successful agency that press was hardly recommended to their clients.
I found this curious as a quick Google shows that 56 million newspapers are printed every day and read by 38% of the population.
Even though there has been a decline in readership over the years, surely there must be some advertisers who might want to get the attention of those thirty-eight percent?
The next question is can today’s creatives actually create print?
Do they ever hanker to do a ‘good ad’ or poster?
If the answer is a “Yes” to both questions then checking out David Abbott’s work might be helpful and at the same time inspiring.
Why should anyone care about advertising’s history?
In any creative profession, work of the past is used as an example of how to do it in the future.
Architecture, art, literature, film making, all have past references to work to.
For some reason, in recent times, the whole of idea finding out how they made ads in the past seems to be anathema. Now here’s an interesting thing.
One of our first requests for funding was with D&AD because of their charitable status and its educational charter, so we contacted their CEO Tim Lindsay.
Tim’s first reaction, like all the others, was very enthusiastic.
Sadly he couldn’t offer any finance for the idea but was happy to offer the Association’s imprimatur if we ever got it off the ground.
A year later after meeting him again he said that there might be a bit of cash to get us going but after a discussion with his colleagues it was deemed not to be a good idea after all, as it was felt that D&AD should be investing in the future and not the past.
I found that a bit shocking if I am honest.
So does that mean that the book is not an annual but a catalogue of the winners?
I suppose if you took the idea of ‘not looking back’ to its ultimate conclusion, we should take our old annuals off the shelf and burn them as they are of no relevance to the business of advertising. (That’s me going off on one, sorry Tim.)
Still, the site turned out well?
It’s look and ease of use we are delighted with as George and I wanted to avoid the look of most current website design.
They all look the same and consider the work that goes into them, they are almost impenetrable.
One short coming is the quality of the film clips.
They are still at low res and have not been through the tele-cine process.
Sadly we used our one favour up with the good people at Unit who graded David’s obituary.
Maybe there is a post-house who might step forward to make Mr Abbott look his best.
Why put this site together…for free?
Both George and I were not going to see all the work and effort we put into the THEY SAID project since 2013 go to waste.
So since we owned the website address davidabbottsaid.com and the site was ready to go online, we pressed the ‘go’ button.
Are you doing any more?
Again, as far as we are concerned we got the jewel in crown by getting to interview David Abbott.
With a few exceptions, he was the most successful British ad man in every sense: good at ads, good at business and he did it all here in the U.K.
David was a true advertising legend, if there is such a thing.
Thanks John, good job.
(Here’s the link: http: //www.davidabbottsaid.com/)