. John Caples (1900-1990) Batten, Barton, Durstine & Osborn, New York List No. 21 of 100 Go to the Next Person of the Century For more than 50 years, John Caples served as one of advertising's most effective copywriters. Caples mastered results-oriented mail-order copy at Ruthrauff & Ryan, where he wrote, arguably, the 20th century's most successful such ad: "They laughed when I sat down at the piano -- but when I started to play!" The U.S. School of Music ad dramatically exemplified Caples' belief that people yearn to be carefree and popular. As a teacher, lecturer and writer, he stressed simplicity and "getting to the point quickly." He joined what became Batten, Barton, Durstine & Osborn in 1927, where he served almost to the end of his days. All Rights Reserved © 1999 & 2005, Advertising Age Crain Communications, Inc. editor@AdAge.com .