What If Lawyers Wrote Ads?
Lawyers are to creativity what the Gatling gun was to the Spaniards at San Juan Hill. The amount of human ingenuity that has been killed dead, forever, by attorneys throughout history is impossible to calculate. If you asked IBM’s Watson the question, it would probably melt. But the legal crows weren’t always so powerful. Back in the good old Mad Men days of advertising imagination came before fear of litigation, resulting in some of the best campaigns ever produced.
In the spirit of the freethinking tradition that they strangled, let’s imagine what the world would have been like if lawyers had always operated with their heads stuck halfway into the creative department’s office. Some of our favorite taglines would have been gutted, and advertising would be just as castrated as it is now.
[Lawyer-approved ads are on the right.]
VW Moon Ad
This ad ran in Life magazine on August 8, 1969, just two weeks after the astronauts of Apollo 11returned safely to Earth. The ad agency obviously had it in the can, ready to run, and probably sent film of it and a back-up ad to Life, just in case of disaster. Today, a DDB lawyer would have added an asterisk to the headline, or just shortened it like so, and slid it back under Bill Bernbach’s door.