Then We Set His Hair on Fire

by Phil Dusenberry

When author Phil Dusenberry began his career at the giant ad agency BBDO in 1962, advertising--and really all of marketing--was a very different industry. Products were simpler, customer segmentation and targeting less sophisticated, and even the vocabulary of sales and marketing less extensive. In the ensuing four decades, as Dusenberry rose to become Chairman and Chief Creative Officer of BBDO, the world changed. Still, the relative simplicity of a bygone era comes through in Then We Set His Hair on Fire--it's a refreshing read and a throwback to the time of David Ogilvy's classic, Confessions of an Ad Man.

Partly a memoir, partly a textbook on classic advertising campaigns, and partly one man's discourse on the complicated art of persuading people to do a simple thing--"buying more stuff"--Dusenberry's work will satisfy different audiences. Most obviously, eager business students wanting to learn the behind-the-scenes details that went into the creation of world-famous advertising campaigns will find a trove of rich anecdotes. Dusenberry describes the epiphanous moment that led to GE's two-decade slogan, "Bringing Good Things to Life." He then weaves an entertaining narrative around the clients and campaigns that defined his career: HBO ("There's no place like HBO"), Pepsi ("Generation Next"), Cingular ("Raising the Bar"), even President Reagan's 1984 re-election campaign ("Morning in America"), and others.

Dusenberry pays brief lip service to the science of advertising, describing the kind of background research that underlies great ad campaigns, but he admits a greater faith in gut instinct and the all-important insights that drove his clients' success. The alternative? Dullness and failure. According to the opinionated and colorful Dusenberry, overly careful reliance on empirical data leads to copycat advertising, which in turn produces the worst of all situations: a "parity economy" in which goods and services are relatively commoditized, without the kind of special differentiation that creates lasting businesses.

Instead, Dusenberry exhorts his readers proverbially to "move the needle" in non-trivial ways, to get "sauce on your sleeve," to "stand for something," and every once in awhile, when circumstances warrant, to make the boldest of all moves, "betting the farm." These axiomatic phrases might seem trite from another author, but somehow, Dusenberry makes them seem trenchant with his never-ending stories. In one of the newer stories, for example, he recounts how BBDO staged a pro bono campaign for New York City shortly after the 9-11 terrorist attacks, using celebrities such as Henry Kissinger, Robert DeNiro, Billy Crystal, Ben Stiller, and Barbara Walters to illustrate the power of the dreams that draw so many young people to the city, even today.

It's those powerful dreams that have become lost in so much advertising today, and which Dusenberry recalls in spades. While his playfully titled volume cannot be taken as a comprehensive, scientific manual for better advertising, it does well in reminding us of the qualities from advertising's origins that remain ever-relevant. --Peter Han

Genres: Nonfiction, Business, Memoir

Hardcover

First published January 1, 2005

Reviews

[Jonas Cronfeld · Rating 5 out of 5]

Great memoir summarizing Phil's learnings from BBDO from the day he joined as a copywriter in 1962 until he retired in 2002 as chairman of North American division. In the book he's dissecting the proces leading to some of their most powerful campaigns. Keep Youtube handy while reading, it's enriching to study the advertisements described as you read along. Most of the pages are spent distinguishing between true insights and ideas in an entertaining manner. The chapters are summed up nicely with key takeaways and thought-provoking questions at the end. Definitely worth a read.

[Marsha · Rating 4 out of 5]

As Mr. Dusenberry states, this isn’t a book about ideas. It’s a book about insight. He’s a born raconteur, illuminating what got him into advertising, elucidating what works in ads and what doesn’t and reminiscing about some of the most memorable advertisements of the past.

You’ve probably seen many of the commercials he mentions in this book and can recall many more that he doesn’t. Like any great craftsman who wishes to teach, he has you thinking. What made those commercials memorable? Why did they stick? How did they move you? What made them work?

Mr. Dusenberry makes the advertising business look innovative, inspiring, imaginative and impressive. It’s a terrific primer and grabs you from the very first because, face it, who could resist a title like this?

[Bernadette · Rating 3 out of 5]

I got this book from a counsler that works at a program that I go to. After reading this novel I thought that it was pretty interesting because the former chairman expereienced a lot during his career at BBDO. For example they were the advertisment company that was involoved in the Michael Jackson Pepsi advertisement where Michael Jackson hair was set on fire (hint the title)and the controversial Modnna Pepsi advertisement of Like A Prayer. The book also shows how BBDO became one of the biggest advertising companies. after going to the BBDO comapny with TORCH it was interesting to see theat they participated in such big events in pop culture. The novel also helps by giving good tips about advertisemnt for all the people wanting to be in the advertising industry although it wasn't a novel like book with a plot and stuff like that. Even though it had conflict with things like Michael Jacksons hair.

[Keith · Rating 2 out of 5]

An interesting history of television advertising as seen by a top executive at BBDO Advertising in New York, relays some fascinating moments in the creation and development of large corporate advertising campaigns during the last two or three decades. Although written as an exposition of insights into the business of big budget advertising it has its humorous and tongue-in-cheek moments. As the longtime agency for Pepsi Cola, obviously the book’s title refers to the infamous moment when Michael Jackson was injured during the filming of a Pepsi commercial. As the book was published six years ago I’m intrigued by how much advertising has changed since it was first published. Who could have known that television advertising would be in sharp decline by this time and that the internet and, its totally different approach to marketing, would be ascending.

[Elizabeth · Rating 4 out of 5]

Could a title possibly be more alluring than "Then We Set His Hair On Fire?" I think not. This book, a memoir of a stellar career in the Mad Men style of advertising, was later retitled "One Great Insight Is Worth a Thousand Good Ideas." That title accurately conveys the gist of the entire book, while sadly being far clumsier from a marketing perspective. It's a fun read, not least because many of the author's stories are about companies we all know, like Pepsi and Gillette, and its main point (i.e. insight) is valid and useful.

[Faz · Rating 5 out of 5]

Have you experienced that eureka moment where a light bulb goes 'ping' & shines brightly above your head? This book was like the mother of all light bulbs, because of this profound statement:

"In the advertising business, a good idea can inspire a great commercial. But a good insight can fuel a thousand ideas, a thousand commercials."

Why profound? It led me to my own insight-
"A good idea can inspire a good answer. But a good insight can inspire a thousand great questions."

Which I find is helpful in life, both personal & professional.

It is now occupying the place of honor on my bedside table, next to my design thinking book.

Rest in peace, Phil.

[Diana · Rating 3 out of 5]

Picked this up for a lightweight text after two books focusing on war and destruction, and was surprised to find that it had some pretty good commentary on the nature of insights as well as the best way to encourage creativity among those around you. While I don't think I could whole-heartedly endorse someone that lists Ronald Reagan, Rudy Guiliani, and Jesus as his heroes (not his order) and hawks Pepsi-Cola and Frito-Lays for a living, I must admit that it's more than just an entertaining read about advertising. Worth checking out.

[Clare · Rating 2 out of 5]

I like case studies, so I kept reading this book. But it wasn't really about different advertising stories - it was more about how to respond to your client, when to stand up for yourself and to keep coming up with new and better ideas. It was a little dry in places, a little draggy in others. Not too much celebrity gossip or celeb bashing, though he does praise Michael J. Fox and denigrate Don Johnson.

I blame the TV show Mad Men for glamorizing advertising.

[Christine · Rating 5 out of 5]

Phil Dusenberry is the former chairman of BBDO North America, the advertising firm that came up with famous ad lines like, "Visa: It's everywhere you want to be."

Chock full of fun anecdotes and plenty of humor, this book blows my mind with its wisdom about branding, marketing, business, and even life. I'm going to read it again and add more to the review later. :-)

Meanwhile, go read it!

[Martha Bode · Rating 3 out of 5]

This book was a trip down memory lane of commercial nostalgia. I didn't know I would be nostalgic for commercials.... The book is a fascinating peek into the business and art of advertising, but the best part was heading to youtube to view the old ads... and wondering what all the fuss was about surrounding the Madonna Pepsi campaign. Go on, you know you want to look that one up!

[Patti · Rating 5 out of 5]

Best business book I ever read. I may not have a creative job in advertising, but as an analyst, I'm always coming up with new ideas on how to improve workflows or productivity. Dusenberry was inspirational to look for insights instead of just ideas.

[Michelle · Rating 4 out of 5]

I really liked this book! It's great for those involved in marketing and advertising.

[Richard Mulholland · Rating 4 out of 5]

Great insight. Great read.

[Lori Grant · Rating 3 out of 5]

An optional-read book on advertising for the knowledge worker, manager, executive, or entrepreneur.

[Suraj Mahant · Rating 3 out of 5]

I registered a book at BookCrossing.com!
http://www.BookCrossing.com/journal/12204142

[Farheen · Rating 4 out of 5]

Funny, insightful and entertaining!

[Roz · Rating 4 out of 5]

Worth if only for the observation that an insight is worth more than an idea.

[Kimb · Rating 1 out of 5]

This book was simply unbearable. Fluctuated between humble and outright braging. Though he’s super proud of himself this book is basically Dussenbury taking credit for America#s diabetes epidemic.

[Harihara · Rating 5 out of 5]

Great read. Can be read as a book on advertising or as a string of anecdotes.