standard, strict, military style plains with tired color schemes and stern mottos. She decided to hire top artists of the time to redesign the plains and uniforms, and gourmet chefs to build delicious menus. The actual advertising was the smallest part o the job; but what Mary was able to do was show Braniff what they could be. Her idea worked, and Braniff became one of the most successful and one of the first luxury airlines. Again, she exemplifies how important looking forward is to what a product can be, rather than what it is. This is what artistic, creative advertising is meant to do. In the consumer oriented capitalist culture that thrives in the United States, it is often forgotten that advertisements can be made to promote many things besides products. In fact, one of the most artistic forms of advertising are those that are created to spread a message; whether that be political, social or subliminal. In the early nineties, milk sales were dropping 4% each year. The dairy industry was sinking and millions of people were losing jobs each year, but know one paid attention. Finally, in 1993, the successful San Francisco based firm Goodby, Silverstein & Partners were hired to do something about this problem. What they went on to create became the largest and longest lasting marketing strategy in history: Got Milk? All Silberstein saw was incorrect grammar, and short and almost ugly phrase, but Goodby understood that “Advertisements should be believable in a connectible way.” The campaign has procured a drastic upswing in the Dairy industry and has saved tens of
thousands of jobs in the past twenty years, promoting health and keeping one of the world’s oldest industries afloat. This same firm designed a series of posters to raise awareness about Golden Gate National parks. These posters are the reason The Presidio is as successful and stable as it is today, because before the National Parks of The Bay Area where promoted, they where obsolete, and therefore had no donations flowing in. Nike’s Just Do It is another iconic campaign that had an impact on society. The slogan, meant to get people to start running and buy Nike shoes, did just that, and much more. People were inspired to take control of their lives; they got in shape, quit smoking, and even left abusive relationships, all thanks to this simple advertisement. Advertising is fluid; it changes with each person’s interpretation, and the Just Do It campaign is a rarity that was able to get people to do exactly what it said, whatever that might have been. With each of these famous campaigns there are two defining artistic factors that propelled them into notoriety, innovation and quality. One of the most prominent art forms in history, Pop Art, is essentially the celebration of advertisement. Think of Andy Warhol’s influential Campbell’s soup cans; the epitome of art and advertising. Obama’s promotional staff during the 2008 elections understood the power of art in advertising. Utilizing Warhol’s iconic pop art style posters were designed to help get 214