There is always a clever mind behind it

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Advertising display

"There's always a clever head behind it" has been the defining advertising slogan of the Frankfurter Allgemeine Zeitung (FAZ) since 1964 . The most famous advertising slogan of the FAZ, which is still used today, was invented by Viktor Muckel .

origin

Originally, the advertisement showed a male person seated on an imaginary chair with his right leg crossed over his left. The upper body and face are completely covered by the completely spread newspaper and only the fingers of the hands holding the newspaper can be recognized. Later a female version of the advertisement was also drawn, with a knee-length skirt and women's shoes.

The slogan "There's always a clever head behind it" and the two drawings are registered as word / figurative marks at the German Patent and Trademark Office . Registration number for slogan: 30677270; Register number for the male figurative mark: 755675 and 39702748 for the female version. Both are classified in Nice Class  16.

Revival of the subject

Sebastian Turner is jointly responsible for the revival of the FAZ sentence "There's always a clever head behind it" in 1995, since then the advertising agency Scholz & Friends has been responsible for the slogan. From 1995 to 2001, Alfred Seiland was the main photographer for the campaign.

The (new) double-sided motifs literally bring to life the 1964 advertising slogan »There is always a clever head behind it«, including the associated signet (reader behind the newspaper): Outstanding personalities, clever minds, from all areas of social life pose - sitting with us Crossed legs - behind the newspaper. The environment allows conclusions to be drawn about the hidden person, whose name is published in small print in the margin. In total, over 87 celebrities from all areas of society have been photographed for the Frankfurter Allgemeine Zeitung.

The advertisements appear on the one hand as self-promotion in the FAZ and in the Frankfurter Allgemeine Sonntagszeitung (FAS), but also in other newspapers and magazines, such as in Spiegel .

Awards

The FAZ campaign received numerous awards, including multiple golds at ADC Germany and ADC New York (ADC Festival 2014, two golds, one silver and one bronze). She was also awarded several Cannes Lions and Statues at the London International Advertising Awards , the New York Advertising Festivals and Clio Awards, as well as the Advertising and Communication Industry Award for Effie Brand Communication .

A jury from Spiegel voted FAZ advertising the “Campaign of the Century”.

The motif with literary critic Marcel Reich-Ranicki won the “Advertisement Motif of the Year” award at the 2009 Lead Awards.

statistics

The FAZ campaign has been addressing social issues and events since 1995 and, with currently over 87 personalities behind the open newspaper, has long been considered a classic. Of these, 76 men (87.36%) and only 11 women (12.64%) held the newspaper in front of their heads. In two advertisements, two people (Bodo H. Hauser and Ulrich Kienzle) or the entire orchestra including the conductor of the Berliner Philharmoniker held the FAZ in front of their faces. (As of February 14, 2015)

The “top three” (as of February 14, 2015) of the professional groups led with 14 people (16.09%) the group of entrepreneurs, managers, board chairmen and CEOs . Followed by the athletes and politicians with nine people each (10.34%), the two politicians, Helmut Schmidt and Helmut Kohl, are also included. The two are among the three exceptions that are mentioned in advertisements without a “job title”.

Smart heads

Legend:

  • Number: consecutive number
  • Date: first publication
  • Person: Name of the person
  • Profession: Designation as it is stated in the advertisement
  • Gender: m = male, w = female
  • Motif: Description of the advertising motif
  • Photographer: Name of the photographer
number date person job gender motive photographer
1. November 1995 Friedrich Nowottny journalist m In front of a video wall showing various news programs
2. December 1995 Jean-Christophe Ammann Museum director m (Probably a larger exhibit)
3. January 1996 Werner Tübke painter m Sitting on the scaffolding in front of the peasant war panorama
4th February 1996 Karl Otto Pöhl banker m In front of the Frankfurt skyline (recognizable are: Trianon , Messeturm , Deutsche Bank high-rise )
5. March 1996 Konrad Schily University President m (Cafeteria of the new university building?)
6th April 1996 Kurt Masur conductor m On one of the top floors of the Chrysler Building Alfred Seiland
7th May 1996 Uli Hoeneß Manager m Is somewhere in the Olympiapark / Olympiastadion Munich (recognizable by the roof construction)
8th. July 1996 Heike Henkel sportswoman w Dune landscape on Sylt, in a beach chair Alfred Seiland
9. August 1996 Helmut Jahn architect m Room, construction cranes can be seen through the windows Alfred Seiland
10. September 1996 Heinz Berggruen ... m Collection depot
11. October 1996 Patricia Kaas singer w Stage, sitting on a bench with a lantern lamp
12. November 1996 Ignatz Bubis Chairman of the Central Council of Jews in Germany m Sits on a branch of an oak tree
13. January 1997 Billy Wilder Director m Hollywood Sign Alfred Seiland
14th February 1997 Yehudi Menuhin Musician m On the roof of the Royal Albert Hall
15th March 1997 Jürgen Weber CEO m Sits on an airplane wing in a hangar
16. April 1997 Jörg Immendorff ... m studio Alfred Seiland
17th June 1997 Niki Lauda pilot m Sitting on the fence of a paddock, two running horses in the foreground
18th July 1997 Bodo H. Hauser and Ulrich Kienzle Journalists m + m On two different castle towers
19th August 1997 Ulf Merbold ESA astronaut m Sitting on a jetty on the Indian River in Titusville, Florida . A rocket launch in the background Alfred Seiland
20th September 1997 Klaus Töpfer Politician m On the chariot of the Quadriga on the Brandenburg Gate
21st October 1997 Vicco von Bülow Loriot m Castle bedroom sleeping in bed, a pug in front of it Alfred Seiland
22nd November 1997 Rudolf Miele Entrepreneur m On a bench in the middle of hanging white laundry
23. January 1998 Nadja Auermann Model w In the giraffe house of the Berlin Zoo. Emphasis on the long legs Alfred Seiland
24. February 1998 Dieter Hildebrandt cabaret artist m Sitting on a Roman latrine Alfred Seiland
25th March 1998 Ricardo Díez-Hochleitner President of the Club of Rome m landscape
26th April 1998 Joschka Fischer Politician m Glasshouse
27. May 1998 Jupp Heynckes coach m Bull arena
28. June 1998 Wolfgang Petersen Director m In a rowboat on a lake with a backdrop. Recalls the later film: The Storm
29 July 1998 Hanna Schygulla actress w (Water tunnel / canal?)
30th September 1998 Albert Mangelsdorff Trombonist m Desert town
31. October 1998 Hans Magnus Enzensberger writer m Library Alfred Seiland
32. November 1998 Rudolf Augstein journalist m Mirror image in the Hall of Mirrors at Versailles Alfred Seiland
33. January 1999 Hilmar Kopper banker m Sitting on a container with the peanuts ( Peanuts is filled). Alfred Seiland
34. February 1999 August Everding State Director m Bavaria statue in Munich
35. March 1999 Harald Schmidt Entertainers m Sitting on the stage in the Bütt, not visible to the audience
36. April 1999 Roland Berger Business consultant m Industrial chimney
37. May 1999 Helmut Kohl - (not specified) m Front deck of the container freighter European Freeway
38. June 1999 Armin Mueller-Stahl actor m Movie set
39. August 1999 Erich Sixt CEO of Sixt Rent a Car m Sitting in the ticket booth of a children's carousel
40. September 1999 Siegfried Unseld publisher m In the warehouse of an illuminated letter manufacturer in Offenbach Alfred Seiland
41. November 1999 Günter Schabowski pensioner m Standing between the pillars of the Brandenburg Gate
42. December 1999 Wolfgang Schäuble Opposition leader m On the ramp in the Reichstag dome
43. February 2000 Volker Schlöndorff Director m The tin drum is playing while sitting on the screen in the cinema. One of the few pictures that shows the person from behind
44. March 2000 Thomas Middelhoff CEO of Bertelsmann AG m Times Square
45. April 2000 Karl Lehmann bishop m Flock of sheep
46. May 2000 Otfried Preussler Storyteller m Stage design for the Augsburger Puppenkiste
47. June 2000 Günter Netzer Football commentator m Hair salon
48. September 2000 Gerhard Polt satirist m Stand with lots of empty lounge chairs and umbrellas Alfred Seiland
49. October 2000 Elisabeth Noelle-Neumann Pollster w Greek ruins with columns reminiscent of a bar chart
50. November 2000 Helmut Newton photographer m In front of his huge nude photographs. Only the front page of the FAZ, as the camera is operated with the other hand
51. December 2000 Alice Schwarzer Publicist w In the museum with primeval people
52. February 2001 Reinhold Messner mountain climber m In the rock face
53. March 2001 Randolf Rodenstock Glasses manufacturer m Blurred image
54. April 2001 Wim Wenders Director m Sitting on the Eiffel Tower in Paris, Texas Alfred Seiland
55. May 2001 Gerhard Richter painter m Title page smeared with paint and the fingers of the left hand Alfred Seiland
56. September 2001 Ferdinand Piëch CEO m Beetle collection Alfred Seiland
57. September 2004 Michael sSchumacher Racing driver m Pit stop
58. November 2004 Till Brönner trumpeter m Sitting on an elephant
59. December 2004 Berlin Philharmonic Orchestra w + m Complete ensemble of the Berliner Philharmoniker including conductor
60. February 2005 Wendelin Wiedeking CEO m Sitting on an office chair in the wind tunnel
61. March 2005 Maybrit Illner Journalist w In the sphere of the Berlin TV tower
62. May 2005 Georg Baselitz painter m Upside down picture in the studio
63. September 2005 Vitali Klitschko Boxing world champion m Great Sphinx of Giza
64. January 2006 Harald Wohlfahrt cook m Sitting on the edge of a cooling tower
65. April 2006 Jochen Zeitz Puma CEO m Sitting in the tree of a steppe
66. October 2007 Andreas Gursky photographer m Frankfurt Airport Terminal
67. October 2007 Ben van Berkel architect m Caravan with Dutch registration
68. October 2007 Florian Henckel von Donnersmarck Director m FAZ with hole in the title page (allusion to: The lives of others )
69. ~ 6. October 2007 Ursula von der Leyen Minister w The then family minister is sitting in the middle of rabbits.
70. ~ November 6, 2008 Marcel Reich-Ranicki critic m Literary critic sits on a mountain of broken television. Came a few weeks after Marcel Reich-Ranicki had rejected the German TV Prize . (Ad received the award: "Ad motif of the year" of the Lead Awards 2009) Hans Starck
71. November 29, 2008 Mohammed el-Baradei UN Chief Controller and Nobel Peace Prize Laureate m X-ray image Nick Veasey
72. before December 19, 2008 Samy Molcho mime m Mime representation without the newspaper. One of the few photos where you can see the face.
73. before December 3, 2009 Hans Joachim Schellnhuber Climate researchers m The director of the Potsdam Institute for Climate Impact Research was staged with a thermal imaging camera
74. January 14, 2010 Marianne Birthler Federal Commissioner for the Stasi Records w Shredded newspaper Hans Starck
75. March 7, 2010 Michael Haneke Director m The white ribbon - a German children's story . Michael Johne used an old large format camera for the sepia shot .
76. July 31, 2010 Joachim Gauck Citizen m Public barbecue area in front of Bellevue Palace
77. October 16, 2010 Jochen Schümann m Very windy affair reading a newspaper on the beach Hans Starck
78. ~ 25. August 2011 Maria Furtwängler Crime Scene Commissioner w Crime scene daily graffiti
79. ~ 28. September 2011 Ali Mitgutsch - (not specified, children's book illustrator) m Paints himself as “Kluger Kopf” in one of his most famous hidden objects Drawing by Ali Mitgutsch
80. November 19, 2011 Dieter Zetsche CEO m Under a starry sky with the constellation Big Dipper
81. January 27, 2012 Helmut Schmidt - (not specified) m Blue haze
82. ~ 18. April 2012 Jürgen Klopp Trainer m On the south stand of the Westfalenstadion in the middle of the Borussia Dortmund fans
83. April 13, 2013 Lisa Simpson daughter w The family is sitting on the couch and watching TV, only Lisa is reading Drawing: Matt Groening
84. ~ 25. October 2013 Jens Weidmann Bundesbank President m In the monitoring room of Casino Baden-Baden
85. ~ 15. May 2014 Günther Jauch journalist m Who Wants To Be A Millionaire? Question: “Frankfurter Allgemeine Zeitung. There's always a…? ”A) poor drip; b) cool braid; c) clever mind; d) loose button
86. ~ 2. October 2014 Hans-Dietrich Genscher diplomat m Balcony of the Prague Embassy
87. February 14, 2015 Daniel Libeskind architect m Sits on a steel beam of the One World Trade Center and is reminiscent of the picture lunch break on a skyscraper Hans Starck
88 7th August 2015 Long long pianist m At the piano with the newspaper as a score
89. German national handball team European handball champions m In the gate
90. May 25, 2016 Jean-Claude Juncker Politician m In the Panorama Tavern in Athens
91. Till Reuter CEO of KUKA AG m Industrial robots hold newspaper
92. Thomas Jensen Founder Wacken Open Air m Sitting on the event stage with his back turned towards the audience.
93. Martin Erdmann German ambassador to Turkey m In a tea house in Ankara.
94. Wolf Singer Brain researcher m With EEG measuring hood.
95. Frank Appel CEO m Sitting on the parcel belt of a distribution center.

Talk show 3 bright minds

Based on the slogan, the FAZ runs a talk show on rheinmaintv called 3 clever heads . FAZ publisher Werner D'Inka and department head Peter Lückemeier welcome a guest in every broadcast .

Works

Some motifs were immortalized in three illustrated books between 1997 and 2001 .

Web links

Individual evidence

  1. ^ Friedemann Siering: Newspaper for Germany. The founding generation of the Frankfurter Allgemeine. P. 9 and p. 56.
  2. ↑ FAZ - Behind this is always a clever head by Stefan Fuhrken from April 21, 2010
  3. ↑ Holger Jacobs: Alfred Seiland - There is always a clever head behind it. In: kultur24-berlin.de. July 28, 2015, accessed July 12, 2018 .
  4. ^ "FAZ" advertisements: More beautiful hiding for advertising purposes by Martin U. Müller, from November 17, 2011 on spiegel.de
  5. ^ Kurt Masur, conductor, Chrysler Building, New York, 1996. In: kultur24-berlin.de. July 28, 2015, accessed June 12, 2018 .
  6. ↑ Heike Henkel, high jumper, Kampen, Sylt, 1996. In: kultur24-berlin.de. July 28, 2015, accessed June 12, 2018 .
  7. ↑ Helmut Jahn, Architect, Germany, 1996. In: kultur24-berlin.de20. July 28, 2015, accessed June 12, 2018 .
  8. ↑ Picture Billy Wilder ( Memento of the original from July 8, 2012 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.  @1@ 2Template: Webachiv / IABot / www.wuv.de
  9. ↑ Billy Wilder, director, Hollywood, 1996. In: kultur24-berlin.de. July 28, 2015, accessed June 12, 2018 .
  10. ^ Jörg Immendorf, painter, in his studio in Düsseldorf. In: kultur24-berlin.de. July 28, 2015, accessed June 12, 2018 .
  11. ↑ Ulf Merbold, Titusville Kennedy Space Center, Florida, USA. In: kultur24-berlin.de. July 28, 2015, accessed June 12, 2018 .
  12. ^ Vicco von Bülow "LORIOT", Humorist, Munich, 1997. In: kultur24-berlin.de. July 28, 2015, accessed June 12, 2018 .
  13. ↑ Exhibition: Alfred Seiland - “There's always a clever head behind it - 1995–2001” in Villa Griesebach, Bilker Straße 4, 40213 Düsseldorf. 01/30/2015 - 03/13/2015
  14. ^ A b Alfred Seiland »There is always a clever head behind it. 1995-2001. In: photography-now.com. 2015, accessed June 12, 2018 .
  15. ↑ Dieter Hildebrand, cabaret artist, Ephesos, Turkey, 1997. In: kultur24-berlin.de. July 28, 2015, accessed June 12, 2018 .
  16. ^ Hans Magnus Enzensberger, writer, Dublin, 1998. In: kultur24-berlin.de. July 28, 2015, accessed June 12, 2018 .
  17. ↑ Rudolf Augstein, publisher DER SPIEGEL, Versailles, 1998. In: kultur24-berlin.de. July 28, 2015, accessed June 12, 2018 .
  18. ↑ On the 65th again in turbulent times on March 9, 2000 in Manager Magazin
  19. ↑ "Mr. Peanuts “hangs in power from March 10, 2005 on Spiegel Online
  20. ^ "FAZ" advertisements: More beautiful hiding for advertising purposes / "FAZ" advertising motifs: The clever ones and the heads of Martin U. Müller on Spiegel.de, as of November 17, 2011
  21. ↑ Hilmar Kopper: For the 65th time again in turbulent times ; Manager Magazin , March 9, 2000
    Antje Homburger: Banker's birthday: “Mr. Peanuts “is in power ; Spiegel Online , March 10, 2005
  22. ^ Hilmar Kopper, banker, peanut farm near Dawson, Georgia, USA, 1998. In: kultur24-berlin.de. July 28, 2015, accessed June 12, 2018 .
  23. ↑ Frankfurter Allgemeine turns 60 A key fossil of the old FRG is rebuilding by Arno Widmann from October 30, 2009
  24. ↑ Celebrities in Advertising. You know what you have. on hdg.de
  25. ^ Siegfried Unseld, publisher Suhrkamp Verlag, Dreieich, 1999. In: kultur24-berlin.de. July 28, 2015, accessed June 12, 2018 .
  26. ↑ Gerhard Polt, cabaret artist, Ostia, Italy, 2000. In: kultur24-berlin.de. July 28, 2015, accessed June 12, 2018 .
  27. ^ Gerhard Richter, painter, Cologne, Germany, 2001. In: kultur24-berlin.de. July 28, 2015, accessed June 12, 2018 .
  28. ↑ Ferdinand Piëch, grandson of Ferdinand Porsche and CEO of Volkswagen AG, Stuttgart, 2000. In: kultur24-berlin.de. July 28, 2015, accessed June 12, 2018 .
  29. ↑ Pantomime Samy Molcho reads invisible FAZ from December 19, 2008 for Scholz & Friends
  30. ↑ Another clever head from Claudia Gerdes from December 3, 2009
  31. ↑ Making-off video ( memento of the original from March 4, 2016 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. Haneke and something else https://www.youtube.com/watch?v=BmkKzLlc2wI by Michael Johne  @1@ 2Template: Webachiv / IABot / www.marcomue.de
  32. ^ Profi-Segler advertises Julia Fuhr's FAZ from October 14, 2010
  33. ↑ Tatort daily newspaper Maria Furtwängler alias Tatort commissioner Charlotte Lindholm as the new “Kluger Kopf” verlag.faz.net from 25 August 2011
  34. ↑ Reading newspapers in the colorful swarm Children's book illustrator Ali Mitgutsch paints himself as “Kluger Kopf” in one of his best-known pictures. on verlag.faz.net from September 28, 2011
  35. ↑ Zetsche
  36. ↑ Great moment for Dieter Zetsche For the CEO of Daimler AG, the stars are shining on the new motif of the FAZ photo series. verlag.faz.net of November 17, 2011
  37. ^ Helmut Schmidt in a blue haze. The most famous smoker in the republic hides twice for the FAZ photo series - behind the newspaper and behind thick fog. verlag.faz.net of January 27, 2012
  38. ↑ Jürgen Klopp in the black and yellow sky verlag.faz.net of April 10, 2012
  39. ↑ Lisa Simpson with newspaper ( Memento from April 27, 2015 in the Internet Archive ) PDF file
  40. ^ Newspaper instead of television: Lisa Simpson as "Kluger Kopf" ( Memento from November 18, 2013 in the Internet Archive ) verlag.faz.net from April 11, 2013
  41. ↑ Bundesbank President Jens Weidmann as a “clever head” in the casino All gamers in view on verlag.faz.net from October 25, 2013
  42. ↑ A clever head in the quiz studio Günther Jauch pulls the newspaper joker verlag.faz.net from May 15, 2014
  43. ↑ A clever head in the Prague embassy Hans-Dietrich Genscher on the historic balcony verlag.faz.net of October 2, 2014
  44. ↑ The visionary of the One World Trade Center Daniel Libeskind at a breathtaking height verlag.faz.net of February 12, 2015
  45. ↑ Nobody has ever heard this score. November 19, 2015, accessed September 5, 2016 .
  46. ↑ The FAZ honors the German handball heroes as bright minds. February 6, 2016, accessed September 5, 2016 .
  47. ↑ Jean-Claude Juncker with the FAZ as a guest in a Greek tavern. September 2, 2016, accessed September 5, 2016 .
  48. ↑ KUKA robot photographs clever heads. January 26, 2017. Retrieved January 26, 2017 .
  49. ↑ Wacken founder and entrepreneur Thomas Jensen reads the FAZ live on stage. August 5, 2017. Retrieved October 3, 2017 .
  50. ^ A clever head in the Turkish tea house: the German ambassador Martin Erdmann. August 5, 2017. Retrieved July 10, 2017 .
  51. ↑ The brain researcher Wolf Singer explains what makes smart people. October 12, 2018, accessed November 27, 2018 .
  52. ↑ Post manager Frank Appel explains what quality means to him. June 12, 2020, accessed July 3, 2020 .
  53. ↑ 3 bright minds on faz.net
  54. ↑ 3 clever heads ( Memento of the original from April 13, 2015 in the Internet Archive ) Info: The archive link was inserted automatically and not yet checked. Please check the original and archive link according to the instructions and then remove this notice. on rheinmaintv.de  @1@ 2Template: Webachiv / IABot / www.rheinmaintv.de
  55. ↑ Finally a smart head ad again  ( page no longer available , search in web archives )  Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice. on fontshop.de by Jürgen Siebert from March 7, 2010@1@ 2Template: Dead Link / www.fontshop.de