It’s hard to do marketing without thinking everything is so different from when we all came into the industry. Even if you’ve only been in the industry for a year or so, you’ve probably noticed some big shifts already. But as ever there’s a counter view, and one provide by the father of advertising, the late, very great Bill Bernbach.
“It took millions of years for man’s instincts to develop. It will take millions more for them to even vary. It is fashionable to talk about changing man. A communicator must be concerned with unchanging man, with his obsessive drive to survive, to be admired, to succeed, to love, to take care of his own.” Bill Bernbach
*With thanks to Rory Sutherland for reminding us of this quote.
One of the classic B2B ads of Bernbachs era, printed in 1958 is by McGraw Hill publishing. It runs as follows.
So how might it read today? Here’s a guess.
The man sitting in the chair would also nowadays probably be sporting a beard and a mobile device, but as Bernbach would have said, his unchanging need to guard against an unknown 
visitors and their untested products is just as it strong as it always has been.