You Don't Have to Be Jewish to Love Levy's

Ad Agency DDB - Doyle Dane Bernbach

Photographer Howard Zieff United States, 1927 - 2009

Copywriter Judy Protas United States, 1922 - 2014

Art Director William Taubin United States, 1916 - 1998

Date1967

MediumOffset Lithograph

Dimensions45 x 29 1/2 in. (114.3 x 74.9 cm)

ClassificationsPoster

Credit LinePoster House Permanent Collection

Terms

Object numberPH.5688

DescriptionIn 1961, Levy’s, a family-owned bakery in Brooklyn known for its rye bread, hired Doyle Dane Bernbach, a well-known Madison Avenue advertising agency, to expand its consumer base. Conceived by art director William Taubin, with copy by Judy Protas and photography by Howard Zieff, the campaign was one of the first to celebrate ethnic diversity in advertising, featuring people of all ages, races, and ethnicities enjoying a slice of “real Jewish rye.” This is one of the earliest posters in the series. While the man here is intended to appear as Native American, some involved with the campaign claim that the actual model was an Italian shoe shiner “discovered” in Grand Central Station and dressed up for the part.

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