Bernbach on unchanging man

"Well... what I believe is that we need to be concentrating more on unchanging man, as Bill said, than on changing man. That since time began and as far out as we can imagine, basic human drives will continue to sustain. The obsession to succeed, however you define that, the drive to survive and the drive to be admired, the drive to take care of your own - whether it's your Chihuahua or your daughter or your job. I think there is a basic drive to be, if not happy, certainly satisfied. There's the drive for companionship and friendship, and so forth. Those don't change. Bill understood that and appealed to those in various ways with the tools he had available. But he understood and appreciated and respected people and their drives."
       
        - Keith Rheinhard interview by Madison Avenue Journal