January is obviously a bad month for aging copywriters. I recently wrote about Judy Protas who died January 7th, and then was reminded by AdScamer “Bob” that Bob Levenson died January 16th, 2013. Bob was one of the original DDB Mad Men of the early sixties who did amazing stuff on El Al, Mobil and Volkswagen, including the best TV commercial EVER fucking made… “Snow Plow”… "Have you ever wondered how the man who drives a snow plow gets to the snow plow? This one drives a Volkswagen. So you can stop wondering." Brilliant! He also gave aspiring writers this advice on writing copy… "Start off with 'Dear Charlie,' then say 'this is what I want to tell you about. Make believe that the person you're talking to is a perfectly intelligent friend who knows less about the product than you do. Then, when you've finished writing the copy, just cross out 'Dear Charlie'." Again fucking brilliant!
That's not the guy who drives the snow plow!