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A "New Orthophonic" High Fidelity Recording
COLTJMB I~ eD RECORD$
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PIONEERS
Helmut Krone n ad for an ugly little car from Germany forever changed the look of advertising. And the art director who did it was Helmut Krone.
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"I got on Volkswagen because I was th e only one
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who'd ever heard of the car. I had one of the first
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hundred, long before I ever worked [at D oyle Dane
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Bernbach] there. And just to show you how wrong a
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person can be, I was dead set against the Volkswagen campaign as we did it. I felt that the thing to do with this ugly little car was to make it as American as possible, as fast as possible. Like, let's get D inah Shore. What's that thing she used
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sing? 'See the
USA in your Chevrolet.' I wanted 'See the USA in your Volkswagen' with models aro und the car and extravaganzas. I felt strongly that we were doing the wrong thing. I finished up three ads, went on vacation to St. Thomas, depressed, came back two weeks later and I was a star. "The whole concept of speaking simply, clearly and with charm belongs to Bill Bernbach. There was nothing new about the Volkswagen idea, the only
Doyle Dane Bernbach is the advertising agency for each project shown . This page: Photograph of Helmut Krone at CA's 1970 annual judging . Sylvania television commercial, 1973. (Man is composed of halftone dots) Man: You can take great shots with Sylvania Blue Dots. That's why more people buy them than all other flashbulbs combined . Now we've come out with a double-tested light bulb good enough to carry the Blue Dot. Sylvania Blue Dots. Use ' em on your yachts . Over your flower pots. If you read lots, or write plots, use Dots. To save watts, turn out Dots. Why buy one of the have nots. Buy one of the have dots ... Sylvania Blue Dots. Dot's our flashcube . Dot's our light bulb. Dot's it folks. Helmut Krone, art director; Jim Lawson, writer; Bob Levenson , creative director; Frank DiSalvo, producer; Richard Kuhn , director; Independent Artists, production
Swift Fox to go 0 to 50 mph on an effort-
Clever Fox to hold 5 adults and their luggage. yet handle as though there were only two seats and a roll bar. The Sports Sedan does exist .
A t.&liter.4-<:ytinder on-line. overhead cam engine spurs the Fox to easy acceleration.
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Roch Fox to have two tully-rectoning bucket seats. velour upholste<y. and cut· pile carpetong on an onteroor which equals exterior for styte
Sly Fox gets 37 mpg hwy. 23 city, std. shill. (EPA Est Actual mileage may vary based on how and where you dnve . cars condo loon. Oj)llonal equop )
less 8.1 seconds.
Alert Fox to respond QUICkly to demands ol driver. Rack-andpin tan steering and ondependent front are
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b<ed onto every Fox
company. Porsche-Audi magazine ad, 1979. Helmut Krone, art director; Diane Till , writer; Manny Gonzalez, photographer. Right: New Haven Railroad newspaper ad, 1956. Helmut Krone, art director; Wingate Paine, photographer. Magazine ad for Scotts lawn-care products, 1974. Helmut Krone, art director; Jack Dillon, writer; Jerry Cosgrove, illustrator, O.M . Scott & Sons, cl ient. Avis ad, 1965. Helmut Krone, art director; Paula Green, writer. Polaroid Corporation magazine ad, 1960. Helmut Krone, art director/designer; Bert Stern, photographer.
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