The 1960s was a time of huge social change in America, with 50% of the population under 25 years old. However, a typical agency copywriter at the time was in their 50s or 60s — they were, of course, almost all white men too. The work they produced, with a few notable exceptions, was generally dull and conservative.
Bill Bernbach recognized the need for change. He hired people in their 20’s from diverse backgrounds and in doing so reinvented the advertising agency as a creative place. Let's look at some of classic DDB ads of the time and see if we can learn from the golden age of copywriting.