"The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself."
— Leo Burnett
The Greatest Thing To Be Achieved
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
About this quote
From Communications of an Advertising Man (1961). Burnett consistently argued against advertising that substituted clever craft for direct product demonstration. His most celebrated campaigns — Tony the Tiger, Charlie the Tuna, the Marlboro Man — worked partly because they made the product itself central and credible. He believed that if a product could not be made believable, no amount of copywriting or art direction would produce lasting commercial success.
Source
Communications of an Advertising Man (1961)