Twelve Big Ideas - Standard Oil - Keeping a Promise

D'Arcy's Executive Vice President, William T. Raidt, speaks at the 1966 Central Region Annual Meeting of the American Association of Advertising Agencies (4A's) about how his agency came up with the 'Big Idea' that gave Standard Oil of Indiana the edge.

Twelve Big Ideas - Keeping a Promise

William T. Raidt

For the next few minutes we're going to talk about a common and familiar product. You don't see it – you don't taste it – you don't feel it – yet, you use it every day. It's gasoline.

When your gauge approaches "empty", you subconsciously curse the upcoming forced purchase. When the gauge again says "full" you're filled with a momentary sense of comfort and security.

Of all the products in the broad spectrum of marketable items, gasoline is probably the most impersonal of them all.

Yet, with all of...

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