British advertising may have had more successful businessmen.
More accomplished creative directors.
Bigger award winners.
But never a better Creative.
No one has more ideas living in British people’s heads than John Webster.
They didn’t gatecrash either – they were invited in.
Singing and dancing their way past the barriers and into the national consciousness.
One big, happy conga line; Smash Martians, Cresta Bear, Honey Monster, John Smith’s Arkwright, the Prize Guys, the Humphreys, and on and on.
Born across four different decades.
Created, unlike other ads at the time – alone and using research.
Occasionally John and a writer are credited, but primarily John was both the art director and writer.
At the time, Bernbach’s 1+1=3 was the law, so that was very rare.
Rarer still, were Creatives who embraced research.
Creatives viewed it as a killer of creativity and innovation.
I thought I’d look into these aspects of John’s process.
First, by talking about how John created ideas.
Fortunately, Dave Trott broke his anti-podcast rule, which is great, because I couldn’t think of anyone better to talk to on the subject.
Dave worked with John through the seventies and is obviously a brilliant Creative in his own right. (He’s not just a blogger kids.)
Next, I’ll talk to planner Sarah Carter about how John used research to shape ideas, but first, here’s Dave…
1960 – 1980.
MATHER & CROWTHER.
Smirnoff.
HOBSON BATES.
Electricity.
PRITCHARD WOOD.
Sandeman.
National Provincial Bank.
The Sunday Telegraph.
BOASE MASSIMI POLLITT.
Terlenka.
Dry Cane.
Unigate.
Farmer’s Wife.
‘Milkman’
‘Thank you.’
John Courage.
Cadburys Smash.
The first attempt.
Campaign 1 – The Future.
Campaign 2 – The Demo.
Campaign 3 – The Martians.
John Smiths.
Cresta.
Pepsi.
Unigate.
Tavern Bitter.
1. ‘It’s What Your Right Arm’s For.’
2. ‘Don’t Waste Valuable Tavern Time’.
Sugar Puffs.
Colt 45.
Unigate.
Humphrey’s Campaign.
Tic Tac.
St Ivel.
Prize Yogurt.
Coty.
Courage Best.
Renault.
Hellmann’s Mayonaise.
MORE WEBSTER.
1976.
1980.
AS ADVERTISED BY…
Great stuff Dave, usual, really appreciate the trouble you go to put these podcasts together.
You’re very kind Guy. Dx
What a wonderful blog, Dave. Such a treasure trove of brilliance. A penny drop moment for me was realising how GGT (Trott being ex-BMP) wasn’t such a huge step away from what Webster was doing. E.g., creating populist advertising for ordinary people, without patronising them, while building on their tastes to create properties that are still memorable 50 years later. Somehow it’s a lesson that’s been forgotten by all but a few, like McDonalds and Aldi (on a good day).
Hey Graham,
Glad you enjoyed it.
I wish Dave would do more podcasts – he’s the best educator we have.
Best,
Dx
Great job on the Smash Martians, Campaign 3 audio restoration Dave!
…so much laughing : )
*the ‘Bendy’ toy – too cool.
No worries Robert.
Best,
Dx