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Famous Ads by Ogilvy |
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Ogilvy’s ad for Rolls-Royce remains the
most famous automobile advertisement of all time. The company was on a particularly tight
budget, and Ogilvy was asked to perform the impossible: create an ad that people would read...and
never forget. Ogilvy achieved the
impossible with one simple sentence:
“At 60 miles an hour the loudest noise in this new Rolls-Royce comes
from the electric clock.” The Rolls-Royce ad is yet another tribute
to Ogilvy’s background in research. He
inundated himself with data on the Rolls-Royce, which eventually became the
basis for most of the copy in the ad.
“The famous headline came from a specific, obscure piece of testing
data from the factory -- a triumph, despite the ad's reputation as a creative
milestone, of Ogilvy's faith in research.” |
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Ogilvy’s background in research also lead
to his success with the Dove soap campaign.
After speaking to consumers about what set Dove apart in their minds,
he was left with little regarding a selling point for the product. It wasn’t until he inquired about the
formula of the soap that the answer dawned on him. Ogilvy zeroed in on the fact that Dove soap
contains “one quarter cleansing cream”, and this fact is still used as a
selling point for the product today.
The success of this campaign led Dove soap to be one of the few
packaged products to find success within its first year of sales. |