Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.
Leo BurnettRead
Too many ads that try not to go over the reader's head end up beneath his notice.
Interpretation
What this quote means
Effective advertising should be engaging and not patronizing; otherwise, it will be ignored.
This quote by Leo Burnett emphasizes the importance of striking a balance in advertising. Ads that oversimplify or underestimate the intelligence of the audience risk being overlooked. Effective communication should respect the audience's intellect while still being relatable, as ads that are too simplistic can fail to capture attention, ultimately becoming ineffective.
Themes
AdvertisingCommunicationEngagementAttentionMarketing
In practice
Example use cases
In a marketing seminar to emphasize the importance of engaging advertisements.
More from Leo Burnett
All quotes →Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
Leo BurnettRead
Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people - and he won't do very well in advertising.
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A good ad which is not run never produces sales.
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We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
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Plan the sale when you plan the ad.
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