A book about the classic Avis campaign of the 60s. Henri Holmgren & Per Eriksson.
Exactly what it says - replete with all the ads (both press and TV), a history of the corporation, of the ad campaign, interviews with all the key players: Krone, Paula Green, Joe Daly, David Herzbrun, Robert Townsend. A beautifully produced book which contributed heavily to the Avis chapter of 'Helmut Krone. The book.'

HHAB, Sweden,, 1995. Out of print.
Helmut Krone. The book.

Changes in 20th century print: typo-photo; the Creative Revolution.
Influence on US ads of Euro-modernist, socialist designers.
Growth of New York as advertising centre.
Influence of rag-trade and formation of DDB.

Major 20th century ad theorists.
Paul Rand's contribution and influence.
Influence of Alexey Brodovich on Creative Revolution art directors.

Bernbach's theories; how Krone fulfilled and influenced them.
The Creative Revolution and its consequence.
Ad art direction vs. graphic design; Form vs. Concept.

Krone's life and work - how it changed advertising.
The first 100 Volkswagen ads.
The entire Avis campaign - its origins and importance.
Krone's reactions to work of George Lois and Howard Gossage.
Wit and involvement. On planning as a creative function.
On creativity as practised in ad agencies.
The process of advertising from a creative perspective.