There’s something missing from advertising today.
Amidst all the snarky voiceovers, fast cuts, dumb jokes, and conspicuously diverse actors, there’s an emptiness. Today’s ads, with their glossy visuals and overproduced flair, lack the heart, the soul, the genuine human connection that once was a hallmark of advertising.
As seen in this vintage print ad for Bell Telephone, pulled from the personal archives of Brian Burch, senior creative director at MIEC, and posted on LinkedIn.
I mean, just look at it.
Below: A vintage print ad for Bell Telephone long-distance service.
The ad’s style is almost Ogilvy-esque, with its (very poignant) headline placed above a straightforward image and body copy below.
The layout is simple, compelling, and free of any clutter that might distract from the message.
And what a message it is.
In his post, Mr. Burch says of the ad: “An artist wrote this ad. Someone who understood simple, human truths.”
Absolutely. It’s sweet, honest, human. It resonates on an emotional level.
You don’t see much like it in advertising today.
Burch continues: “As Bernbach commented: ‘There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. They can tell you that people in an ad will get you greater readership. They can tell you that a sentence should be this short or that long. They can tell you that body copy should be broken up for easier reading. They can give you fact after fact after fact. They are the scientists of advertising. But there’s one little rub. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.’
“I think if Bernbach were alive today he’d make essentially the same comment about AI. It’s not a science. It’s an art. It’s not artificial. It’s real. And that’s when it connects.”
The comment about AI aside — friends, it’s not just coming to eat your lunch, it’s here and it’s wolfing down — Burch is right.
The headline of this Bell Telephone ad embodies what advertising legends called the “Big Idea” — it’s not just catchy; it’s profound.
The body copy resonates with a soulful simplicity, reminding us of cherished moments with loved ones, perhaps those no longer with us.
This ad doesn’t just sell a service; it touches hearts, making a genuine human connection. It’s a testament to advertising as an art, not merely a science, proving that when ads are crafted with honesty and emotion, they transcend mere commerce to become something truly human.
“It’s emotional intelligence,” wrote Mary Rose “Wildfire” Maguire, one of many commenters on Burch’s post.
Precisely. Compared to the pop-culture bubblegum banality of most of today’s ads, the ads of yesteryear were crafted with a depth and sincerity that sought to engage the heart, not just the ego or wallet.
No wonder today’s ad people no longer make ads like this. Because crafting such ads takes more than heart.
It also requires a brain.
All right, Cranky readers — it’s your turn. What was the last ad that truly connected with you on an emotional level? Share your thoughts or examples in the comments below.
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I’m a rarity around here: a working voice over talent who actually detests most TV and radio commercials on the air these days, and is willing to publicly admit it. For that reason, I usually dive for the mute button whenever the ads come on, and I intentionally avoid auditioning for TV and radio spots. I very purposefully focus my VO work in other areas, and leave all the snarky, sassy, trite, eye-rolling stupidity for others in my industry to do.
That said, there is one and only one recent TV commercial that I love, and resonates with me emotionally: the Farmers Dog “I’m Gonna Love Your Forever” spot. You may recall it debuted as a longer Super Bowl spot that ran I think over a minute. It’s the one where the little girl grows up with her puppy, all the way through childhood, going away to college, marriage, kids. It’s got a wonderful retro soul-sounding song as its soundtrack and is packed front to back with feel-good moments. (It probably also helps that the dog looks exactly like our black lab family dog who we sadly lost last year.) This is actually the only commercial where I’ll put the volume back ON.
I am just fed up and sick of seeing all of these annoying, obnoxious, and overplayed Medicare/Pharmaceutical commercials that keep showing up on TV every ten minutes all damn day and night…ENOUGH IS ENOUGH!!!
When the Clydesdales, lined up for and kicked, the game-winning field goal.
That reminds me of South Central Bell’s TV ads with “Bear” Bryant saying “Have you called your mama today? I sure wish I could call mine.”
I think the mean Joe Green commercial comes to mind for Coca-Cola. I also like the late 80s Hershey kiss commercial set to the bell tune of We wish you a merry Christmas. They still play it today. As for print ads, I don’t remember too many but I have a life magazine from 1965 that featured the Beatles. My aunt & uncle were the perfect age when they came over to the states. I just love looking at those ads.