The Big Idea - Palmolive Liquid: My Friend Madge

Explaining how the campaign for dishwashing detergent Palmolive Liquid was conceived, David Mixter from Ted Bates & Company argues that, more often than not, a campaign's 'Big Idea' is really the sum of lots of little ideas.

The Big Idea - Palmolive Liquid: My Friend Madge

David Mixter

You know, I'm glad we "Big Idea" men don't come after the next part of the program, for a discourse on "Sex in Advertising" is going to be a pretty tough act to follow. Of course, I'll talk about girls. Everyone in our business talks about girls. In fact, the focal point of my "Big Idea" is a girl. I call her "My Friend Madge." She's one of my very favorite members of the fair sex. She's not a great international sex symbol, nor is she a Hollywood glamour...

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