Read every other book about advertising creative before you read this book, because "The Book of Gossage" will spoil all those other books for you. They just won't be as inspiring, or even as interesting. Gossage was a fascinating man, with a fascinating life, who did incredible advertising. Must read.
They called him "The Socrates of San Francisco." Howard Luck Gossage had a small advertising agency in a San Francisco firehouse. It was here that Friends of the Earth began - where the world was introduced to Marshall McLuhan. They even did some legendary advertising. Jeff Goodby wrote the intro - Stan Freberg contributed a piece - if you love what advertising could be, you just might like this book.
Bruce Bendinger has done a real service to advertising by putting this book together. Not only does it give Gossage the attention he deserves, it gives us a capsule social history of a very interesting time. And it's full of little nuggets like this: In addition to introducing Marshall McLuhan to the world, Gossage bought him a decent pair of black socks so that Professor M could show up to a speaking engagement without looking like a rube. An interesting time to be in San Francisco and to be in advertising. If you care at all about advertising, you'll find this book fascinating.
Reissued 2006 (including Disc of Gossage) by The Copy Workshop after having been out of print for years. It's a marvellous book about "The Socrates of San Francisco", the genius Howard Luck Gossage who had his very own ideas about advertising: "People (...) read what interests them. And sometimes it's an ad." Ordering from Amazon should soon be possible again, too. For more information about Howard Luck Gossage google: gossage firehouse