Art & Copy

Art & Copy

DVD - 2010
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The advertising industry in America exists in a paradox -- while it's all but impossible to go a day without being exposed to the work of leading figures in the advertising business, very little is known about the people behind the ads and the process by which they're created. Filmmaker Doug Pray offers a rare look inside the business of advertising in the documentary Art & Copy, in which he profiles a number of the most respected men and women in the ad game as they talk about their work, their motivations, and their views on the creative process. Pray's interview subjects include Lee Clow, who created memorable television spots for Apple's Macintosh computer and later their iPod MP3 player; Rich Silverstein and Jeff Goodby, who gave new life to the dairy industry with the "Got Milk?" campaign; Hal Riney, who helped put Ronald Reagan in the White House with his "Morning in America" TV spot; George Lois, who remade popular culture by coining the slogan "I Want My MTV"; and Mary Wells, the first woman to run a major ad agency and the creator of the "I (heart) New York" campaign.
Publisher: [United States] : Mongrel Media, c2010
Branch Call Number: DVD 659.1 ART
Characteristics: 1 videodisc (ca. 89 min.) : sd., col. ; 4 3/4 in
Alternative Title: Art and copy

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m
mikemarotta
Dec 31, 2017

The Energizer Bunny, the Apple iPod, “Just do it.”, the Me Generation, Perrier, Ronald Reagan, “I Want My MTV.”,Tommy Hilfiger, “Got Milk?”, the Budweiser lizards, Netflix, “I (Heart) New York”…

Products become icons because of the insightful and compelling work of advertising. Fifty years ago, advertising agencies were run by and for account executives, men in gray flannel suits. The artists and writers – the “creatives” – worked behind the scenes, far from the client. The art director and the writers may not have been even in the same room. Like much else in the sixties, that changed when bold and aggressive creatives advocated for a new paradigm. The goal was no longer to tell your customers about the five key features of your product. Advertising now made your product integral to their self-identification. That ultimately changed how companies saw themselves.

“Everything that was done to launch that product is now done differently because of that product. […film editing, sound and music editing, all the production tools of print…] Every computer company on the planet does their ads on a Mac.” – Lee Clow, creator of the Macintosh “1984” ad.

Scout_WPL Oct 20, 2010

Excellent look at history of media.

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