Vorsprung durch Technik: how a catchphrase was coined
Hegarty had no idea what it actually meant (“progress through technology”) but once he’d been told, the idea stuck. “This is the incidental nature of creativity, looking, watching, hearing stuff and it all goes in.” Later, when the admen were looking for a phrase to tie all the commercial work together, the phrase popped back at him. “Everyone looked at me as though I was mad,” says Hegarty. No one really used foreign languages to advertise in those days. But the client went with it, and soon it was a catchphrase of mid-1980s Britain.