Tuesday, September 14, 2010
Ally & Gargano.
My "FFB," (friend from blogging) Dave Trott wrote yesterday about the new $200 opus called "Ally & Gargano."http://www.cstadvertising.com/blog/2010/09/energy-v-style/ In his post, Mr. Trott compared Gargano's book to one by George Lois.
The Ally & Gargano book, all 11 lbs. of it is, according to Dave "Like a gravestone.
This is a book that takes itself very seriously. A book that belongs in a library, or a museum. And it’s written the same way. Lois’s book is written fast and fun."
I don't disagree with Dave. In fact, there's a small ad for the book in today's "New York Times," which calls the book "the most important book on advertising in a generation."
Important and advertising are two words that don't usually go together. But for today, I'm not going to defend the book, or argue with Trott. He makes some salient points.
As an Ally alum, I was able to buy the Ally & Gargano book for half price. Maybe that softens my feelings.
Also, it includes the copy and photoboard from what I consider one of the greatest commercials ever: Hertz "Balloon." Written by Ed McCabe and art-directed by Ralph Ammirati. That commercial alone was worth the price of admission.
(A balloon appears. Hands remove string. Air escapes slowly, discharging a rude sound.)
"Hertz has a competitor that says they try harder.
Probably because they can't talk about anything else."
(Rude sound grows louder.)
"They can't talk about having a lot of cars to offer their customers because they only have half as many as number one.
"They can't talk about convenience because they have only half as many places to pick up or leave a car.
(Sound grows louder.)
"They can't talk about price because they charge just as much as number one.
So they make a big thing about trying hard. About all the other services a customer should expect. Automatically.
Hertz regrets that we had to do this in public.
(The air remaining escapes in a loud flatulent rush.)
"But it had to be done.
(A finger rises slowly from the bottom of the screen.)
"Rent a new Ford from Hertz. We're number one."
Posted by George Tannenbaum at 7:19 AM