You'd make a fuss over toner, too,
if it were going in your machines.
I nip ft!
Charles Saxon, born in New York in 1920, studied at Columbia University and
was a ferry pilot in the war. After editing various magazines, he began to freelance in
1955. From 1956 he was contract cartoonist for The New Yorker, and an anthology
of his work in this magazine has appeared under the title Oh, Happy, Happy, Happy.
His drawings have been published in most major U. S. magazines and in Punch.
He has illustrated books and advertising campaigns, won a N. Y. A. D. Gold Medal 11-
and awards for his commercial films. The author of our article is a Vice-President of '1
Doyle Dane Bernbach. Editor
1) Advertisement for Xerox about the toner used in the firm's photocopying machines. Agency:
Needham, Harper Steers. Art Director: Mario Botti.
2) 3) From a series of advertisements (illustrating prize 'goofs') for travellers' cheques issued by
American Express. Agency: Ogilvy Mather. Art Director: Gus Wavpotich.
1) Inserat für Xerox fiber das Farbpulver, das ffir die Photokopierapparate dieser Firma benfitzt
wird. Agentur: Needham, Harper Steers. Art Director: Mario Botti.
2) 3) Aus einer Inseratenserie der American Express ffir Travelers Cheques. (Die Illustrationen
zeigen «klassische Schnitzer».) Agentur: Ogilvy Mather. Art Director: Gus Wavpotich.
1) Annonce sur le colorant utilisé dans les tireuses de la maison Xerox. Agence: Needham,
Harper Steers. Directeur artistique: Mario Botti.
2) 3) D'une série d'annonces pour les chèques de voyage de l'entreprise American Express.
Agence: Ogilvy Mather. Directeur artistique: Gus Wavpotich.
Saxon. Blond. Heavy-set. Soft Southern voice. One-time wrestler.
One-time ferry pilot of bombers. He goes to work at midnight in a
studio over his garage. Daylight is for talking to businessmen.
What does he do? I don't know. I think he sees the humour in the
masks we put on. The wise middle-aged versus the enlightened young.
There is no malice, as in political cartoons. It is gentle. Look at it long
enough and it is sad. That's you you are looking at.
I worked with Saxon for a little over two years. Three of us worked
on the American Airlines account. Saxon, Bob Gage, who is kind of the
Father Art Director of advertising, and I. I was the writer because I
Our advertising agency broke a pattern in this. We did not use Saxon
as an illustrator of our ideas. He sat in with us as we thought up ads.
The ideas came from him as often as us, and there were two of us.
Xerox toner goes inside Xerox
machines. Which means very simply,
we have to make the best toner pos
sible. Or else.
So when we make toner, we're
particular. For instance, we run over
two dozen quality tests on the raw
materials. We figure, if we're not tough
on ourselves right from the start, we
can't be tough when we finish.
Once the toner's made, we exam
ine it electronically Then we check
those results with computers
Then comes the ultimate test. We
Using samples of toner from each
batch, we run some 50,000 copies a
day on nine different machines. All to
make sure Xerox toner gives you the
best prmt quality and the most toner
Why the fuss? Because when you
use our loner in our machines, if
you're not happy we can't pass the
buck to anyone else.
So we make darned sure we never