If there's no edge, there's no point, says longtime adman Jerry Della Femina, the brain behind the hilarious 1980s Joe Isuzu campaign, in which a lying car salesman made outrageous claims about Isuzus. Della Femina, a partner in Della Femina/Jeary and Partners of New York, said at a recent Detroit meeting that ad people must take risks if they want their brands to stand out. 'There is less emphasis on selling and more on branding,' he said of the new, tamer breed of auto ad. 'There has got to be a little edge that says, `This isn't safe.' If it was safe, then I'd retire.'
No guts, no glory
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