Helmut Krone. The book.
  Graphic Design and Art
  Direction (concept, form
  and meaning) after
  advertising's Creative
  Revolution. Clive Challis
  The Cambridge Enchorial
  Press Ltd.
  ISBN 0954893107
I

ISBN 0-9548931-0-7 Erik Kessels is surprised by his honesty. Bob Levenson learnt the new way to write copy from him. George Lois called him a 'fucking kraut'. The creative Director of Chiat Day LA used to be his assistant. David Abbott wrote a book about his most famous campaign, for the VW Beetle. Yet Helmut Krone never became the Creative Director of William (Bill) Bernbach's DDB. Instead he remains 'the greatest art director' honored by Advertising Age and Adweek.

 

           
 

   Helmut Krone (on the American car): 'the cheapest thing that you can do is to lengthen a car, if you make it a foot longer it is not very expensive at all. Making it 4" wider is quite another story. But life was cheap so they kept making the tailgate longer and longer and longer, the wheel overhang in the back, longer and longer.'

 
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Changes in the camera angle... the Volkswagen ads ridicule Detroit and automotive razmatazz... photographer Bill Helburn... Krone's assistant art director, Mel Rustom... the logo/no-logo war...

 
     
All chapter 1 spreads