“SELL OR ELSE”. David OGILVY’s phrase about the role of advertising is the best expression of what we believe in at TVLowCost!

“SELL OR ELSE”. David OGILVY’s phrase about the role of advertising is the best expression of what we believe in at TVLowCost!

I am reading a very interesting book in this moment. Called “AD LAND, A global history of advertising”, by Mark Tungate.

It helps us going back to what the pioneers of our industry have made and said. Big Names such as BILL BERNBACH, or ROSSER REEVES, the inventor of the “USP” (Unique Selling Proposition) and, of course, DAVID OGILVY. It also make you understand that those people were not in advertising with the sole objective of winning awards in the numerous creative Grand Prix… Something many advertising executives of nowadays should remember!
I have probably read more than ten times, since I am in advertising, the fabulous book “OGILVY ON ADVERTISING” it really helped me to define the concept of TVLowCost. Let me quote one or two of his sentences:
“A good advertisement is one which sells the product without drawing attention to itself.”
“I do not regard advertising as entertainment or art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product. When Aeschines spoke, they said, ‘How well he speaks.’ But when Demosthenes spoke, they said : “Let us march against Philip”.

He also quoted several times his old friend ROSSER REEVES who said :
“Do you want fine writing? Do you want masterpieces ? Or do you want to see the goddamned sales curve start moving up ?”

All his life long, DAVID OGILVY repeated the same message : “SELL OR ELSE”

We

strongly believe that our only mission, when we do a TV advertising campaign for any of our clients, is that one. Nothing to add!