Art & Copy (2009)

Despite the fact that the “Art & Copy” documentary was made by Doug Pray in 2009, issues raised in the film are still relevant.

The documentary reveals the work of some of the most influential advertising creative of 20^th century, such as: David Kennedy (Wieden +Kennedy), George Lois (Tommy Hilfiger), Phyllis K. Robinson (original copy chief, Doyle Dane Bernbach), Jim Durfee (co-founder, Carl Ally Inc), Mary Wells (founder, Wells Rich Greene), Lee Clow (TBWA\Chiat\Day) and others. These professionals were responsible for legendary ads: "Just Do It," "I Love NY," "Where's the Beef?," "Got Milk," "Think Different" etc.

The movie tells us a story of the creative advertising development and introduces some core principles of advertising.

Famous Doyle Dane Bernbach advertising agency has been founded in 1950s. There were only 14 people all together. They couldn’t anticipate how big and important their business is going to be.

In 1960s Bill Bernbach made a revolution in advertising by putting an art director and a copywriter to work in a same room – this has never been done before. This innovation allowed creatives to work more efficiently and provide a higher quality adverts.

Sometime ad is not about product and its qualities. It is just some humour and people want to become a part of this community (For instance, the “Whassup” campaign for Budweiser). And the power of emotions in this kind of ads is very important.

Personally speaking, the “Art & Copy” documentary gave me awareness that good advertising can be a part of our culture rather than some sorts of pollution people consider it. By making ads, we are creating an atmosphere that makes us comfortable, or makes us concerned, or gets a reaction out of us. All creative are messengers of ideas to society.