TV still
Bullish on America
Merrill Lynch · 1971
- Agency
- Ogilvy & Mather
- Campaign
- Bullish on America
Analysis
A bull crosses an open landscape beneath a statement of confidence. The animal turns a financial term into a brand symbol.
“Merrill Lynch is bullish on America.”
Visual metaphorWordplayBrand symbol
Why it worked
The bull makes the word bullish visible. The closing line connects confidence in the economy with the investment firm.
Lesson
Give an abstract promise a concrete symbol.
Image source
© Merrill Lynch. Shown for study and commentary.
Not affiliated with or endorsed by Merrill Lynch.