You Can't Save Souls In

When You Advertise Fire Extinguishers, Open With The Fire.

I Was Doing A Campaign Once For A Manufacturer, And I Couldn't Think Of An Ideas, And I Was Kind Of Desperate About It. The Night Before I Had To Show Something To My Client I Had A Dream, An Interesting Dream. I Woke Up And For Once In My Life I Wrote It Down And Went Back To Sleep Next Morning I Went To The Office And Had That Dream Out Into A Tv Commercial Which Is Still Running Thirty Years After And Which Has Made That Particular Product The Leader In Its Field.

Never Write An Advertisement Which You Wouldn't Want Your Own Family To Read. You Wouldn't Tell Lies To Your Own Wife. Don't Tell Them To Mine. Do As You Would Be Done By.

The Consumer Isn't A Moron; She Is Your Wife. You Insult Her Intelligence If You Assume That A Mere Slogan And A Few Vapid Adjectives Will Persuade Her To Buy Anything. She Wants All The Information You Can Give Her.

The Best Ideas Come As Jokes. Make Your Thinking As Funny As Possible.