A look at how some classic advertisements might look if they were to run today.
Ogilvy & Mather/The C.F Hathaway Company 'The man in the Hathaway shirt' 1951
Created by David Ogilvy 'The man in the Hathaway shirt' and the copy which accompanied the image, evoke a sense of mystique, of a man that has some edge to him, a man that has a story never to be told.
Unless inevitably 'The man in the Hathway shirt' becomes @ThemanintheHathawayshirt, then his mystique and allure can be diluted daily by a series of banal tweets. Not mention opening the flood gates to potential allegations of Anne Hathaway garment theft.
Foote, Cone & Belding/Miss Clairol 'Does she...or doesn't she?' 1955
The beatifully written line 'Does she.. or doesn't she' afforded the reader the opportunity to make up their own mind. The answer to this question was never revealed, just inferred, leaving the consumer feeling confident about getting the look but keeping her 'secret'.
But does she or doesn't she? Does she or doesn't she? Can't wait to find out? Me neither, that is why we've created the superfluous 'Does she.. or doesn't she?' app. Now you can have literally minutes of fun flicking through our Clairol spokeswomen and guessing 'Does she.. or doesn't she?'.
SPOILER ALERT: She does.
Ogilvy & Mather/Rolls Royce 'At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock' 1958
An advertising classic, one of those ads that bursts into your consciousness and stays there. It is so simple, so elegant, so perfect. It's greatness hits you between the eyes. An advert surely not to be messed with unless
An advert surely not to be messed with, unless you ran it on Facebook as a promoted post, where it could be open to all types of consumer observations.
DDB/Volkwagen 'Think Small' 1959
An adland favourite, 'Think Small' is an example of the new wave of advertising starting in the late fifties and early sixties. The use of white space in the advert allows for the simple headline to resonate.
So how would that work today? Probably the same, except you would have to add in your twitter handle, along with a prompt to 'find us on Facebook' and of course nothing says white space like a twitter hashtag that nobody will ever use.
But don't forgot to clutter the copy as well, lets see here, there's the corporate website, another twitter icon, another facebook icon, the icon of the social media favour of the week and the holy grail of taste, the beloved QR code. Perfect.
Chiat/Day/Apple Macintosh '1984' 1984
People don't remember the LA Raiders destroying the Washington Redskins 38-9 in the 1984 Superbowl, but they do remember the halftime ads. Or in particular, one half-time advertisment, the Ridley Scott shot, one time shown, Apple Macintosh '1984'. This landmark advertisment paved the way for big budget commercials and launched Apple into the mainstream. Surely it would have as much impact today. Right?
Probably not. Apple Macintosh's '1984' would at some point have the indignity of being aired as a You Tube pre-roll, where the consumer would barely get to the march of the mindless dones before hitting 'Skip Ad' and getting to more pressing matters.