“On Sunday, January 28, 1969, the readers of the New York Times Magazine met ... ‘Lolling in a chair was the new creative supervisor of Ted Bates & Co. advertising agency, one Jerry Della Femina, 30 years old, a $50,000-a-year marvel out of Brooklyn, hired to bring a bit of sparkle to the Bates image’… It was Della Femina's first day on the job… Finally he cleared his throat. ‘I've got it! How about this for a headline: 'From Those Wonderful Folks Who Gave You Pearl Harbor.’” (http://www.designobserver.com/observatory/entry.html?entry=14668)
"By the time Della Femina published From Those Wonderful Folks, he was the hottest guy in the hottest business in town, running his own start-up agency and obviously loving it… Today we're invited to read Della Femina's memoir as a ‘key text for Mad Men,’… The most obvious connection between Della Femina's sixties and the sixties of Mad Men is the most titillating one: the uninhibited attitude towards sex and booze.” (http://www.designobserver.com/observatory/entry.html?entry=14668)
Jerry Della Femina shocked everyone on his first day on the job with his headline idea: From Those Wonderful Folks Who Gave You Pearl Harbor. He had to come up with an idea to promote Panasonic, a Japanese electronics company (note that World War II was only two decades past). People were shocked but were quite amused by his creative way of thinking. A year after, a book was published entitled From Those Wonderful Folks Who Gave You Pearl Harbor: Front Line Dispatches From the Advertising War. The book became the main source of inspiration for the show Mad Men, which is about the lives of men and women in Madison Avenue competing in advertising and beyond.
I think that Jerry Della Femina had a great impact in creative advertising. He did an amazing job incorporating humor in his work, not to mention his boldness(about sex and alcohol).
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