Questa rivista è dedicata a William "Bill" Bernbach.
La sua visione della pubblicità - civile, mai banale, basata sulla verità - appare sempre più attuale.
Benvenuti e buona visione.
Lots of compliments, a bit of astonishment, and eventually doubled points of sale. That’s the result of the first issue of Bill. Thanks to all.
We’ve got a bit of everything: encouragement from notable people, excited ad students, the rewarding curiosity of the outsiders… and an accusation – or an appraisal, depending on the point of view. That of being romantic. Which is noble and dangerous at the same time.
What is romantic about us? It’s talking about advertising as a civil, never boring, respectful of the public activity – as opposed to what we see every day. Bill seems to say “we would like” to a market that answers “but that’s not reality”.
Yet nothing is more real now. Because the current Italian crisis is due to the down-to-earth ones, to the practical fellows who boosted the “average Italian” way of thinking, to too many unskilled consultants. This is a crisis of thought, imagination, and innovation.
“Bill” is a pat on the shoulder to those who love speaking to all, it’s advertising explained to the viewer, but it is also a message in a bottle to the leaders of our country.
Because offering a way out is not romantic – it’s urgent.
Welcome and enjoy your reading.
