Ugly Is Only Skin-Deep: The Story of the Ads That Changed the World (Advertising History) (Volkswagen Beetle) (Volkswagen Ads) (Bill Bernbach) (DDB) (Creative Revolution)

by Dominik Imseng

For Bernbach, knowing the right thing to say was only the starting point—it was how you say it that made for an effective ad, and “if breaking every rule in the world is going to achieve that,” he demanded, “I want those rules broken.”11