The Big Idea - Contac: Over 600 Tiny Time Pills

Vice President of Foote, Cone & Belding, John Avrett, speaks about the advertising campaign for Contac at the American Association of Advertising Agencies (4A's) Eastern Annual Conference in 1965.

The Big Idea - Contac: Over 600 Tiny Time Pills

John Avrett

I'd like to start out by having Mandel Kramer say a few words for me – with Sascha Burland's music in the background.

There you've seen and heard what I'm here to talk about.

It sounds kind of pompous to say it, but the tiny "time pill" demonstration – and the overall tone of the advertising for Contac – have added up to one of the biggest ideas in the history of drug-product advertising. And with perfect hindsight, I can stand here and tell you how it all...

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