“There is an inherent drama in every product. Our No.1 job is to dig for it and capitalize on it.”– Leo Burnett
One of the most famous men in advertising is the master of creativity, the inventor of the most captivating ad campaigns, and performed one of the most risky moves in ever done in advertising. This wonderful man goes by the name of Leo Burnett. He is the creator of multiple advertising campaigns including; Tony the Tiger for Frosted flakes, Charlie the Tuna for Star-Kist fish cannery, The Jolly Green Giant for Green Giant vegetables, Pillsbury Doughboy for Pillsbury company and many, many more!
Leo Burnett first found his talent for advertising at the ripe young age of 25. When realized how many possibilities there were in the advertising field, he quit his newspaper reporter job in Peoria, Illinois and moved to Detroit in 1917. In Detroit he became a copywriter for Cadillac Automobiles and climbed the corporate ladder to become The Cadillac Advertising Manager. Being Head Advertising Manager was not enough for Mr. Burnett, he wanted to become the leader of his own Advertising Agency and he would make the riskiest business decision in advertising history!
1935: the depression era, Leo Burnett walks into a local Chicago bank and asks for 50,000 US dollars. Mr. Burnett used such funds to create his own Advertising Agency by the name of Leo Burnett Company. His company continued to grow (annual income of 100 million) and is still a leader in advertising today. Leo Burnett company continues to make different advertisements using either: the Jolly Green Giant, the Pillsbury Doughboy, Tony the Tiger, and the Marlboro Man.
Leo Burnett focused on “soft sell”; he wished to show you the product without any contests, premiums, sex, tricks or cleverness. His philosophy was to use marvelous artwork, dictate tangible information and often use comedy to get peoples attention. Burnett wished to find the inherent drama of a product and advertise it using warm-heartedness, shared feelings and experiences. His advertisements always drew from values, using simple, creative visuals that touched people. He was also known for using cultural archetypes in his advertisements; he did this by creating fabled creatures that embodied deep-rooted American values.
During his creative process, Leo Burnett would use an outrageously large black pencil. He is famous for saying “big ideas come from big pencils”. This quote seems to be quite factual, as he has come up with some of the most creative advertisement...