In the 1960s Doyle Dane Bernbach had the Mobil Oil account.
Their ads didn’t read like ads.
They read like public service announcements.
Nothing in the category had ever reflected public interest so strongly.
The long copy convinced you the company wanted to be a guardian for your safety.
People liked that. So the ads were read and read.
Everyone talked about them.
The art director, Len Sirowitz, said the newspapers called the agency with a request.
The ads were so good, they explained, they wanted to run them for free.
Sounds better than an advertising award, doesn’t it?