Before digital ads... before Click Funnels... before every marketer on Twitter had a “proven” system to 10x your ROI...

There was William Bernbach.

Now, if that name doesn’t ring a bell yet, don’t worry. But by the time you finish this post, you’ll understand why this advertising legend completely rewrote the rules—and why his ideas are more relevant now than ever.

In an era dominated by stiff, corporate-style messaging, Bernbach brought emotion, humanity and storytelling into advertising. He helped turn DDB agency into a creative powerhouse. And while most folks in advertising are busy chasing trends, the core copywriting principles he preached decades ago are still quietly making brands explode in sales today.

Here’s what we’re diving into:

• Who William Bernbach was (and why you should care)

• 5 of the most iconic William Bernbach ads that still slap

• 7 timeless advertising tips from Bernbach to help your copy hit harder, faster and deeper

Whether you’re writing direct response advertising copy or trying to level up your brand storytelling, this post is gonna give you a powerful edge.

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William Bernbach wasn’t just another Mad Men-era ad guy with a nice suit and a martini in hand. He was a creative force who completely changed how advertising spoke to people.

Born in 1911 in New York City, Bernbach didn’t take the typical corporate route. He studied literature, worked in the mailroom, and eventually co-founded DDB agency (Doyle Dane Bernbach) in 1949. That agency would go on to create some of the most influential William Bernbach ads in history—and help define what modern advertising looks like.

Here’s the thing:

Before Bernbach, ads were rigid. Cold. Rational. All features, no feeling. But Bernbach? He believed people buy with emotions first. He understood that logic makes people think, but emotion makes them act. That insight is the foundation of emotional advertising—and it’s still one of the most profitable advertising tips you'll ever get.

He was also obsessed with truth. Not spin, not hype, not gimmicks. But truth told in a compelling, creative way. That mindset was a game changer—and it’s why so many copywriting principles we still use today trace right back to him.

And let’s not forget: 

The man believed in creative freedom. He paired copywriters and art directors together (something that had never been done before), and let them come up with bold, rule-breaking ideas. It wasn’t about following formulas. It was about making people feel something.

That’s what made him an advertising legend. And why learning from William Bernbach advertising is still one of the smartest moves any copywriter can make—especially if you want your words to sell instead of just sit there.

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Alright, let’s get into the good stuff—the William Bernbach ads that made waves, broke rules, and changed the entire advertising industry. If you study these like a copy geek (which you should), you’ll notice how each one nails core copywriting principles without ever feeling forced or gimmicky.

These ads didn’t just get attention… they got results. And they still hold up today.

1. “Think Small” — Volkswagen Beetle

This one is probably the most iconic of all William Bernbach advertising work.

Picture it: 1959. America’s all about big cars, flashy fins, and horsepower. And here comes this tiny, odd-looking German car—the Beetle. How do you sell it?

Bernbach and his team at DDB agency flipped the script with just two words: Think Small.

It was emotional advertising at its best. It didn’t try to fight the Beetle’s weirdness. It embraced it. The ad was honest, funny, and totally against the grain—which made it unforgettable.

Lesson: Don’t hide a product’s “weakness.” Turn it into a strength. That’s brand storytelling with teeth.


2. “We Try Harder” — Avis

Here’s another banger from the DDB crew.

Avis was getting crushed by Hertz. Instead of pretending they were better, they ran an ad saying, “We’re number two. We try harder.”

Talk about guts. And genius.

That one line made the brand relatable. Human. It was the kind of honesty you never saw in ads back then. And it worked like hell.

This is the kind of direct response advertising copywriters can learn a ton from. It’s not just a tagline—it’s a positioning strategy.


3. “You Don’t Have to Be Jewish” — Levy’s Rye Bread

Another classic.

This campaign ran in the 1960s and showed people from all different backgrounds enjoying Levy’s rye bread—with the headline: You don’t have to be Jewish to love Levy’s.

It’s witty, clear, and culturally inclusive (before that was even a thing). The ad didn’t over-explain. It just hit you with an idea you got in two seconds flat. And it stuck.

Perfect example of simplicity in action—and a killer copywriting tip: say one thing, and say it well.


4. “Daisy” — Lyndon B. Johnson Presidential Ad

While this one wasn’t for a product, it’s one of the most powerful emotional plays ever made in political advertising.

It featured a little girl picking petals off a daisy... then cut to a nuclear explosion. The message? Johnson’s opponent was dangerous.

People were shocked. Some were angry. But it worked. Big time.

This is emotional advertising taken to the extreme. Controversial? Sure. Effective? Absolutely.


5. “Snowplow” — Volkswagen

Another Beetle ad that did the unexpected.

It opened with: “Have you ever wondered how the man who drives the snowplow drives to the snowplow?”

Then it showed the guy driving a Beetle.

Again—humor, simplicity, and product proof in one smooth shot. These William Bernbach ads weren’t just clever. They sold benefits with storytelling.

And the lesson? Get creative with your hooks. That first line should pull people in like a black hole.

These examples show why Bernbach didn’t just talk about creative advertising—he defined it. If you want to sharpen your own copy, especially for direct response advertising, studying his work is one of the best copywriting tips you'll ever get.

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One of the biggest copywriting tips Bernbach preached was this:

“The most powerful element in advertising is the truth.”

But here’s the twist most people miss…

He didn’t mean dump facts on people and hope they care.

He meant take the truth—the raw, unpolished, maybe even boring facts—and present it in a way that grabs people by the shirt and won’t let go.

That’s what separates forgettable ads from legendary William Bernbach ads. He knew that every product has something true and meaningful buried in it. The trick is how you present it.

Take the “Think Small” campaign for example. The truth? The Beetle was a tiny, unfashionable car. That could’ve been a death sentence for sales.

But Bernbach and DDB agency didn’t hide it. They leaned into it... then twisted it into a brand storytelling moment that made the car feel smart, humble, and refreshingly honest in a sea of oversized gas guzzlers.

That ad became one of the most iconic in history.

As a freelance copywriter, this matters more than ever. Because you’re not always working with sexy products. But you are expected to make them sell.

And this is where Bernbach’s approach becomes gold:

• Don’t invent hype—dig for the truth

• Find what’s real about the product, the founder, the mission, the benefit

• Then frame it in a bold, creative, unexpected way

This is a direct response advertising superpower. Because truth builds trust. But only if it's interesting enough to be seen in the first place.

Next time you’re stuck on a project, don’t ask, “What’s clever?” Ask, “What’s true—and how can I say it in a way that gets attention?”

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William Bernbach wasn’t just a master of emotional advertising—he was a rule-breaker in the best possible way.

While most ad agencies were stuck in their “this is how we do it” mindset, Bernbach had zero patience for cookie-cutter thinking. He believed that formulaic ads made people tune out. And the worst sin in advertising? Being ignored.

At DDB agency, he threw out the traditional ad playbook. Small headlines? Gasp. Unexpected layouts? Shocking. Humor in a print ad? Unheard of.

But it worked. Why?

Because when everyone zigs, the ad that zags gets seen. And Bernbach understood that different copywriting principles apply when you’re trying to stand out in a world full of noise.

For freelance copywriters, this is a wake-up call. Too many play it safe because they’re afraid of rocking the boat with clients. They stick to what “should” work. But sometimes the strongest move is to intentionally go against best practices—if it makes the copy land harder.

Here’s how to make this practical:

• Writing a landing page? Try leading with a bold story instead of a benefit list

• Cold email not converting? Drop the typical “value stack” and open with a hard-hitting line that feels like a real human wrote it

• Client stuck in a boring industry? Give them something punchy, edgy, or self-aware to break the mold

The goal isn’t to be different just for the sake of it. The goal is to make your message impossible to ignore.

Bernbach didn’t follow trends—he set them by focusing ruthlessly on what worked. He once said, “Memorable never emerged from a formula.” That's your permission slip to take creative risks—especially when the standard approach isn’t cutting it.

Want your copy to convert? Be willing to break a few rules to make it unforgettable.

“Our job is to simplify, to clarify, to get people to see the point instantly.”

We live in a world where everyone’s attention span is fried. Clients want to sound smart. Copywriters want to prove themselves. But the more complex your message, the faster people bounce.

Bernbach knew that simplicity isn’t weakness—it’s power.

Look at any of the iconic William Bernbach ads—“Think Small,” “We Try Harder,” “You Don’t Have to Be Jewish.” These weren’t long-winded manifestos. They were crystal clear. Direct. And impossible to misunderstand.

That’s what great direct response advertising does. It doesn’t talk around the point. It punches right through.

So what does this mean for your writing?

It means trimming the fat. Cutting the fluff. Ditching jargon. Writing like you talk. Saying the most powerful thing you can… in the fewest possible words.

Here’s how to make your copy more Bernbach-level simple:

• Before you publish anything, ask: Could a 12-year-old get this in one read?

• Replace every fancy word with a simpler one (yes, even if it sounds “smarter”)

• Use short sentences. Punchy phrases. Clean, direct structure.

• Don’t try to impress with your writing. Impress with your clarity.

This is one of the copywriting principles that separates pros from wannabes. Because while everyone else is out here trying to “sound like a copywriter,” the ones who win are the ones who just say the damn thing clearly.

Simplicity sells. Always has. Always will.

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