volkswagen think small campaign case study

The Greatest Print Campaigns of All Time: Volkswagen Think Small

You’re a web designer living large in the 21st century. Your job is defined by screens and software. What in the world could you possibly learn about design from a bunch of old dusty print ads? The answer of course, is “a ton.”

Today we’re examining one of the most famous print ad campaigns of all time. The Volkswagen “Think Small” campaign. How did a funny looking car that was named after a bug, known for being slow and manufactured in factories built by Nazis ever become iconic to a generation of post-war Americans? Great design and fantastic marketing.

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Think Small

As the 1950s came to a close, Doyle Dane Bernbach (DDB) and Volkswagen decided to completely destroy the status quo for automobile ads with the “Think Small” campaign. The 50s and 60s were a time when cars weren’t just a way to get the kids to school. Cars were fashion statements, testosterone boosters, muscles on wheels. They were built to be fast, big, stylish and the ultimate way to earn bragging points.

Think of the amazing challenge here for any marketing company that would take on this client. The Volkswagen Beetle was a small, slow, ugly, foreign car that the folks at DDB turned into an iconic piece of American pride. Keep in mind, this wasn’t just any foreign car either. This was a post-WWII German car, “the people’s car,” a Nazi car whose development was tied to Adolf Hitler himself.

If you asked me to sell this vehicle to a country still bitter about a war that threatened their most core ideals, I would’ve thought you were nuts. How in the world did they pull it off?

The answer is mind-bogglingly amazing from a marketing perspective: they were honest, boldly so. To see what I mean, consider the copy in the ad below (click for larger version).

This ad starts off doing the exact opposite of what you would expect in a car ad. It launches into a discussion about how slow Volkswagens are! It talks about how cool and streamlined fastback cars are and how the Volkswagen won’t even go over 72mph. What the heck?

Set the Hook and Reel Them In

If you woke up to find this ad in your newspaper in the 1960s, you were thoroughly confused and just had to read it. At this point, they’ve already won. They’ve sucked you in with clever copy that seems to actually insult their product. What’s the angle here?

As you read on, the tone of the ad takes a turn:

So you can easily break almost any speed low in the country in a VW. And you can also cruise right past gas stations, repair shops and tire stores. The VW engine may not be the fastest, but it’s among the most advanced.

See what they did there? It’s a classic straw man situation. They set up this ideal car and told you why the VW wasn’t anything like it, then they bashed in the straw man by telling you how this was a good thing.

The VW isn’t fast, so it doesn’t guzzle gas, burn through tires or need frequent repairs. Wait, that sounds pretty nice actually. It’s not fast, it’s smart. That was something average, every day Joes could identify with and even find desirable.

Also note how the car is discussed in the ads. It’s frequently referred to as a “VW” instead of a Volkswagen. Volkswagen is a mouthful that doesn’t remotely sound American. VW is cool, fresh, simple and friendly. They planted this thought in your head without you even realizing it!

You just went from wondering if it was socially acceptable to even own such a vehicle to having a cute nickname for it.

In less than a minute, you just went from wondering if it was socially acceptable to even own such a vehicle to having a cute nickname for it. I do love a good sleight of hand, and this one is masterful.

Solid Brand Building

The marketing copy for the “Think Small” campaign was pure genius and is definitely what makes this one of my favorite campaigns of all time. The genius doesn’t stop there though. To highlight and reinforce this message, the graphics had to be stellar. The answer? Whitespace and lots of it.

This isn’t a “lifestyle” ad. The car isn’t depicted as an integral piece of the daily lives of a smiling, middle class family. It’s a black dot on a sea of white. Tied together with the headline, “Think Small,” this was paradoxically an understatement that was somehow bold and shocking. Maybe owning a small car was a good thing after all. Heck, maybe it was even a great thing.

On an empty background, your eyes are forced to take in the car. This tricks you into seeing the vehicle in a new light; the way the designers saw it. Not as an ugly foreign car in a sea of American beauties but as a uniquely attractive design statement oozing with personality.

The ad copy may have appealed to the family man, but the high fashion, personality-driven visuals in this campaign would lead the Volkswagen on to become a favorite among teenagers looking to make a statement.

The two ads above take us through the early to mid sixties, let’s fast forward another decade and see how Volkswagen was marketing their vehicles in the 70s.

Look familiar? Three quarters of the ad is dedicated to a large image with the bottom quarter getting a headline and three columns of type. The format obviously held up quite well over time!

But something has changed. We’re not selling a small car any more. Volkswagen isn’t thinking small, they’re obviously thinking big! How they’re selling it is the same old story though: economy. The Volkswagen Wagon is the smart choice. It has all of the benefits of a wagon and a van wrapped into one amazingly fuel efficient vehicle with comfortable seating for seven.

Know Your Roots

Helmut Krone, Julian Koenig, William Bernbach, these names should mean something to you. If you don’t know who they are, find out. Can you be a good designer without this knowledge? Absolutely. But you simply can’t put a value on perspective.

Knowing where your profession came from, as well as what not only worked in the past but also stood the test of time, brings an appreciation and understanding that changes how your mind works when you sit at that desk. You’re not just a designer. You’re part of an ongoing legacy.

These people were selling funny cars, why would anyone care who they were or what they were doing? Yet here we are, fifty-three years later, examining their genius under a microscope. I implore you, value the work that you do. Put so much thought and effort into it that people will still care in fifty years.

Tell Us Your Favorite Print Campaign!

I could talk about the Volkswagen “Think Small” campaign all day. It’s such an amazing example of how designers and marketers can influence the minds of an entire generation. Good design changes the world and I simply can’t get enough of it.

Now that you’ve seen my favorite print ads, tell me about yours. Which campaign would you like me to write about next?

Breaking the Mold: Volkswagen’s «Think Small» Campaign and Its Automotive Revolution

Volkswagen, one of the most iconic car manufacturers in the world, has a rich history of innovation and design. The company has always focused on creating cars that are both functional and stylish, and in doing so, has changed the way the world thinks about automobiles. One of the key moments in Volkswagen’s history was the «Think Small» campaign, which challenged the norms of the automotive industry and set the stage for a new era of design and innovation.

We’ll explore the «Think Small» campaign and its impact on the automotive industry. From the origins of the campaign to its lasting legacy, this post will give you a thorough understanding of why Volkswagen’s «Think Small» campaign was so revolutionary.

The Origins of the «Think Small» Campaign

The «Think Small» campaign was born out of Volkswagen’s desire to break into the

American market. In the 1950s, American car manufacturers dominated the market, and Volkswagen’s small, European-style cars were seen as unappealing to American consumers. Volkswagen knew that it needed to change American attitudes towards small cars if it was going to compete in the market.

Enter the «Think Small» campaign, which was created by the advertising agency Doyle Dane Bernbach (DDB). The campaign was launched in 1959 and was designed to challenge the conventions of American car advertising. Instead of showcasing cars as symbols of power and luxury, the «Think Small» campaign positioned Volkswagen as a practical and economical choice for the average consumer.

The Design of the «Think Small» Campaign

The «Think Small» campaign was a departure from the typical car advertising of the time.

The ads were simple and straightforward, with black and white images of Volkswagen’s

Beetle accompanied by witty, humorous copy. The ads played on the perception of the Beetle as a small, underpowered car and turned it into a selling point.

The campaign was also notable for its use of white space, which was a departure from the cluttered and busy ads that were common at the time. The use of white space allowed the Beetle to stand out and emphasized its small size.

The Impact of the «Think Small» Campaign

The «Think Small» campaign was a huge success for Volkswagen. It helped the company break into the American market and establish itself as a major player in the automotive industry. The campaign also had a lasting impact on advertising and design, as it challenged the conventions of the time and set new standards for simplicity and clarity.

The campaign’s impact can still be felt today, as Volkswagen continues to innovate and push the boundaries of automotive design. The Beetle, which was the centerpiece of the

«Think Small» campaign, remains an iconic car and a symbol of Volkswagen’s commitment to innovation and design.

The Legacy of the «Think Small» Campaign

The «Think Small» campaign was more than just a successful advertising campaign – it was a cultural phenomenon that changed the way people thought about cars. The campaign challenged the status quo and paved the way for a new era of automotive design and innovation.

The legacy of the «Think Small» campaign can be seen in the many cars that followed in the Beetle’s footsteps. From the Mini Cooper to the Fiat 500, small cars have become increasingly popular in recent years, and much of this can be traced back to the success of the «Think Small» campaign.

Lessons from the «Think Small» Campaign

The «Think Small» campaign offers valuable lessons for anyone involved in advertising or marketing. It shows the power of simplicity and clarity, and how a well-executed campaign can challenge the norms of an industry and change the way people think.

The campaign also highlights the importance of understanding your target audience.

Volkswagen knew that American consumers were skeptical of small cars, and the «Think Small» campaign was designed to address this perception head-on. By understanding the mindset of its target audience, Volkswagen was able to create a campaign that resonated with them and helped to change their attitudes towards small cars.

In conclusion, Volkswagen’s «Think Small» campaign is a classic example of how a wellexecuted advertising campaign can have a lasting impact on an industry. The campaign challenged the conventions of the time and helped to establish Volkswagen as a major player in the automotive industry.

The legacy of the «Think Small» campaign can still be seen today, as Volkswagen continues to innovate and push the boundaries of automotive design. The campaign offers valuable lessons for anyone involved in advertising or marketing and shows the power of simplicity and clarity.

Volkswagen – “Think Small” (1960)

March 3, 2023
Classic Advertisements

volkswagen think small campaign case study

Volkswagen’s “Think Small” campaign, launched in 1960, is one of the most iconic and successful advertising campaigns in history. The campaign, which aimed to promote Volkswagen’s Beetle model, was a bold departure from traditional car advertising at the time. This article will explore the key elements of the campaign and its lasting impact on the advertising industry.

Background and Context

The “Think Small” campaign was developed by the Doyle Dane Bernbach (DDB) agency, which had been hired by Volkswagen to promote the Beetle in the United States. At the time, American car manufacturers dominated the market, and European cars were seen as small, underpowered, and unreliable. DDB saw an opportunity to turn this perception into an advantage and developed a campaign that embraced Beetle’s compact size and quirky design.

The Creative Strategy

The “Think Small” campaign used a number of innovative strategies to stand out from traditional car advertising. Instead of featuring glossy photos of the car in scenic locations, the ads used simple black-and-white photography and clever copywriting to emphasize the Beetle’s unique features. The ads were intentionally designed to look different from other car ads, with minimal text and negative space that emphasized the car’s small size.

The “Think Small” campaign was a huge success and helped to establish the Volkswagen Beetle as a cultural icon. Sales of the car increased dramatically, and the campaign won a number of advertising awards, including a prestigious Gold Lion at the Cannes Lions International Festival of Creativity. The campaign’s impact was so significant that it is often credited with helping to launch the “creative revolution” in advertising, which emphasized the importance of innovation and creativity in advertising.

The “Think Small” campaign’s impact on the advertising industry is still felt today. The campaign’s emphasis on creativity and innovation inspired a new generation of advertising professionals, and its minimalist approach to design and copywriting is still studied and emulated in advertising schools and agencies around the world. The campaign also helped to establish Volkswagen as a brand that valued innovation and quirkiness, a reputation that the company still enjoys today.

In conclusion, Volkswagen’s “Think Small” campaign was a groundbreaking and highly influential advertising campaign that helped to redefine the way that cars were marketed in the United States. Its creative approach to design and copywriting, as well as its lasting impact on the advertising industry, make it a true classic of advertising history.

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Truth in Advertising: DDB and VW Encourage the World to Think Small

It was the closing of the 1950s. A time when making a fashion statement with speed, style and design were the top considerations for buying a car. It was also the perfect time for DDB and Volkswagen to utterly destroy the status quo.

With their legendary “Think Small” campaign, DDB did the exact opposite of what every other car ad was doing: They were brutally, boldly and cleverly honest. The truth was that the Volkswagen Beetle was a small, slow and ugly foreign car. By admitting that, and explaining why those were good things, DDB turned the VW Bug into an iconic piece of American pride.

DDB did everything opposite. Their ads weren’t lifestyle ads. They were a dark spot in a sea of white. The cars weren’t fast. They were durable. Dependable. The ads effectively made the case for why owning a small, ugly car (in other words: thinking small) actually made you bold, and above all, smart.

1959: VW changes the course of advertising with its ‘Think Small’ campaign

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By The Drum Team, Editorial

March 31, 2016 | 2 min read

Listen to article 4 min

Suggested by Bob Scarpelli, former chairman and chief creative o cer, DDB Worldwide

One of my favorite marketing moments was much more than a moment. It was the start of a revolution. The original Volkswagen work is one of the very few campaigns that changed the course of advertising history.

Bill Bernbach and his superstar team of Mad Men took a funny looking German car called the Beetle and helped turn it into one of the most popular and successful brands in the US.

They did it with wit, humor and an appreciation for the intelligence of the customer. Ads just didn’t look like this, sound like this or communicate ideas like this before.

Print ads like ‘Lemon’ and ‘Think Small’ and TV spots like ‘Snowplow’ and so many others were beautifully simple, surprising and in the end, massively influential ideas.

See the full 120 Marketing Moments in the dedicated online section and find out how to purchase the exclusive book.

Volkswagen Thinks Small (Again)

“Think Small” was not only the most iconic ad of the 20th century, according to Advertising Age, it also linked the phrase indelibly with Volkswagen. To promote its range of subcompact SUVs in Australia, VW and its agency DDB Sydney once again scaled down their approach (but not, of course, their creativity) to come up with an incredibly detailed mini-dealership that stood only 28 cm high. As well as adorably cute model vehicles, it featured a QR code that people could scan to virtually test the cars and potentially buy one. Due to the pandemic and a rise in online car purchases, the small dealership spread a message of great importance.

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DDB’s Think Small Campaign:

There have been many recognizable ad campaigns over the past century, from Norelco’s television ads with santa sledding down the hill to the red and yellow M&M’s but “one campaign did much more than boost sales and build a lifetime of brand loyalty. It’s the 1960s ad campaign for the Volkswagen Beetle. The ad, and the work of the ad agency behind it, changed the very nature of advertising–from the way it’s created to what you see as a consumer today” (Odgen). The “Think Small” campaign was developed in 1959 for advertising the Volkswagen Beatle. Conceived by Helmut Krone and Julian Koenig , this campaign is what many consider to be one of the best advertising schemes of the 20 th century. “Think Small” was an exercise in minimalism and thus a very accurate reflection on the product itself.

“Fifteen years after World War II , the United States had become a world and consumer superpower ; and cars began to be built for growing families with Baby Boomer children and “Americans obsessed with muscle cars”. The Beetle, a “compact, strange-looking automobile”, was manufactured in a plant built by the Nazis in Wolfsburg , Germany , which was perceived to make it more challenging to sell the vehicle (being that the car was designed in Nazi Germany ). Automobile advertisements focused on providing as much information as possible to the reader instead of persuading the reader to purchase a product, and the advertisements were typically rooted more in fantasy than in reality.” (Kabourek) The “Think Small” ads were different.

The Creative Revolution: These advertisements were considered a success in part because they sold a lot of cars, but what really set in stone their success was how they turned the marketing world on its head. Considered by the industry to be groundbreaking, this, along with some other advertising techniques of the time, ushered in a new wave of marketing dubbed the “Creative Revolution.” This new era in marketing schemes attempted to associate the product being advertised with an idea or way of living. Companies were no longer just trying to sell consumers a product, now they were trying to sell a lifestyle. (Mathew) This was quite a change from previous campaigns of the century where marketers attempted to “motivate” consumers into purchasing their product boasting that said product was a type of status symbol. “Beetle ownership allowed you to show off that you didn’t need to show off” (Garfield)

This type of aesthetic is just as important today as it has ever been. “More and more these days, the creative world is seeing an emergence of artists creating positive spaces and shapes that, in turn, cleverly carve out shapes in negative space intentionally. And the results can be stunning.” (Hughes & Kitney) A fairly recent example of this is with the direction Apple has been going in with some of the newer products they have been advertising. A fairly recent example of this is with the direction Apple has been going in with some of the newer products they have been advertising. As seen in the example above, Apple mimics the older Volkswagen ads with their use of minimal color, minimal text, and the perfect amount of negative space.

After the almost overnight success of the first few printed ads for this campaign, Helmut Krone and Julian Koenig continued pushing out advertisement in the same style as the original.

Ned Doyle, Maxwell Dane and Bill Bernbach, better known as DDB & Co, the American advertising firm responsible for Think Small, is still in existence today and going as strong as ever. Established in 1949 DDB & Co. “gave the advertising industry a wake-up call. They introduced a new approach to marketing that relied on insight into human nature, respect for the consumer, and the power of creativity. In short, they said; “Let’s stop talking at people and instead start conversations that lead to action and mutual benefit.” (Bernbach et al.) DDB & Co. created six of the 100 greatest ad campaigns of all time, according to Ad Age and work with brand giants like McDonalds, Honda, Volkswagen, and M&M’s, just to name a few. The majority of the advertisements the company creates use what is known as a “soft-sell” approach. Unlike other marketing campaigns that use boldness, exclusivity and repetition, “soft-sell” is more likely to use catchy slogans or witty humor. DDB & Co. wants the products it sells to seems approachable and within reach to the average person.

_________________________________________________________________________

Bernbach, Bill, Ned Doyle, and Mawell Dane. “DDB Worldwide.” . DDB Worldwide Communications Group Inc, 1 Jan. 1949. Web. 29 Apr. 2014. <http://www.ddb.com/>.

Garfield, Bob. Ad Age Advertising Century: Top 100 Campaigns”. adage.com. Crain Communications Inc. March 29, 1999. Web 22 Apr. 2014 < http://adage.com/article/special-report-the-advertising-century/ad-age-advertising- century-top-100-campaigns/140918/>

Hughes , and Kitney. “.” . Future Publishing Limited, 22 Jan. 2014. Web. 27 Apr. 2014. <http://www.creativebloq.com/art/art-negative-space-8133765>.

Kabourek, Sarah. “Game-changing ads”. CNN. 4 Aug. 2009. Web 22 Apr. 2014 < http://money.cnn.com/galleries/2009/fortune/0908/gallery.iconic_ads.fortune/>

Mathew , Robin. “How The Way We Make Ads Was Changed Forever.” . Life In CMYK, 2 Sept. 2011. Web. 29 Apr. 2014. <http://lifeincmyk.wordpress.com/2011/02/09/think- small-or-how-the-way-we-make-ads-was-changed-forever%E2%80%A6/>.

Odgen, Mike, “Top ad campaign of century? VW Beetle, of course” Portland Business Journal. 1999. Web. 29 Apr. 2014. http://www.bizjournals.com/portland/stories/1999/11/15/smallb4.html

Wikipedia contributors. “White space (visual arts).” Wikipedia, The Free Encyclopedia. Wikipedia, The Free Encyclopedia, 27 Mar. 2014. Web. 29 Apr. 2014.

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The Winding Road to Volkswagen's Famous Line 'Think Small'

There are many strange and interesting stories regarding the creation of the early Volkswagen work. The story behind the "Think Small" ad is certainly one of them.

As Julian Koenig, the Hall of Fame copywriter, tells it in the book by Andrew Cracknell, The Real Mad Men, the ad was originally meant to be a corporate ad rather than an ad for a specific model. The original visual showed three huge American cars and Koenig wrote the headline "Think Small" to contrast with that visual.

But as Koenig tells it, he couldn't convince Helmut Krone, the original art director, to use the line. So the account guy took the ad to the client (in those days at Doyle Dane Bernbach, creative people never sold their own work) with a new headline and the phrase "think small" buried in Koenig's body copy.

As fate would have it, the client, Helmut Schmidt, hated the new headline, but he spotted a line in the copy that he liked and suggested it be used as the headline. That line was "Think small."

Helmut Krone, who was often grumpy and difficult, took two days before he could bring himself to put the line down on paper. Helmut was further exasperated by the fact that the assignment had changed. It was no longer to be a corporate ad, but an ad for the product, requiring the need to show a VW. And the new headline meant that the visual of the car had to be small, which is the last thing Krone wanted to do.

But following some urging by Bob Gage and others, he finally calmed down, and in true Helmut Krone fashion, he created the ad that would become an advertising icon.

Muse is collecting stories from the past 60 years of advertising to mark the 60th anniversary of the Clio Awards. See more essays from our #Clio60 series:

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VW Think Small – The Advertising Campaign to Remember

November 13, 2014

One of the best print ad campaigns of all time, was the Volkswagen, Think Small campaign. Doyle Dane Bernbach agency(DDB) launched this bold campaign that won Americans over in the 50’s and 60’s. Besides the fact that this was one of the greatest print campaigns, it becomes even more impressive to know a small, ugly, Nazi car made such an impression on a post- war America. Would it have been successful without this approach?

Take a look at some of our favorites from this iconic print campaign below.

We bet you’ll read them.

The Volkswagen Beetle was not sold using a backdrop of a perfect family or luxurious surrounding as many other vehicle ads of both the past and present day. A plain background was used to focus on the car itself. There was no “fluff”. A catchy, sometimes confusing, sometimes one-word line would draw you in immediately to the copy below. Suddenly you find yourself reading every last word. Effective? We’d say so.

Volkswagen spoke with a simple, honest and humorous manner in a world where big, beautiful and outlandish were promoted. Maybe it’s time to revisit that simplicity.

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Lemon: Volkswagen Ad that Forever Changed America

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David Ogilvy, as one of the greatest minds of modern advertising , couldn’t stomach one-word headlines, but he couldn’t deny the power of the Think Small campaign either.

“The famous headline Lemon contributed a lot to the success of Volkswagen in America.” — Ogilvy on Advertising

“Lemon.” is a one-word headline from the Think Small campaign that draws attention for its self-deprecating humor and absurdity. The headline is not just short. It also features a full stop, which is unusual for any headline, even today.

Lemon. (a defective foreign car)

Today, Volkswagen cars are as American as apple pies, thanks to the Think Small and Lemon campaigns. The story of the greatest rebranding in history starts with two headlines.

What we’ll cover:

The volkswagen ad that changed america’s automobile industry.

Driving a Nazi-made car was ludicrous in 1958, but sitting behind the same wheel only a year later was considered having good taste in four-wheelers.

America was in love with stylish Detroit cars back then, and driving American vehicles on American roads was coincidental with freedom. Today, BMWs, Porsches, Volkswagens, and Mercedes dominate international markets and are sometimes praised as everything good in the automobile industry.

Volkswagen Group is the umbrella company for some of the most popular car brands in the U.S., including Audi, Bentley, Bugatti, Lamborghini, Porsche, Ducati, Golf, and others .

Volkswagen is also behind most cars on U.S. roads. The largest market for German-produced cars is, yes, you guessed it, North America.

How did the company founded by one of America’s greatest enemies find love among the American people?

“Think small.”

Adolf Hitler and Ferdinand Porsche set up a car manufacturing factory in Wolfsburg in May 1933. The genius automaker and a cunning politician choose the name Volkswagen — the people’s car — for the new company.

Soon after, the Volkswagen Beetle comes hot off the track in 1938 , signaling a new time in German history.

Volkswagen's story begins in all the wrong ways

Fast forward to 1959, and America is enjoying the golden age of its economy. The booming business is taking the world by storm. Young families in the U.S. are buying cars faster than manufacturers can produce them.

Wall Street is churning out new investment companies. Detroit is a synonym for style, Hollywood is an international sensation, and one place north of Manhattan’s 23rd Street is about to turn America head over heels for something new and different.

The Boys From Madison Avenue in the 1950s

The advertising business is in its infancy at the time, and ad men search for ways to communicate better products to larger consumer bases.

Carl Hahn, head of Volkswagen, calls Bill Bernbach of Doyle Dane Bernbach (DDB), wanting to sell the Volkswagen Beetle in the United States.

DDB finds itself in an impossible situation. The Lemon Laws are strongly enforced in the United States to warrant certain quality on American roads. And Carl Hahn’s car, designed with Hitler’s personal oversight, is a hard sell for American socialites post World War II.

Automobile advertisement from early 1960s.

Luckily for Carl Hahn, in 1959, DDB was the right company for the job.

The Madison Avenue agencies relied on two fundamental concepts to sell more cars in the 1950s.

Ponder USP in every ad — repeat the unique selling preposition — what makes your product different from others?
Appeal to status — include the perceived social status your prospect gets when they buy your product.

The purpose of advertising was to drive sales and improve bottom lines.

Automobile ads became overly repetitive, and the status anxiety grew among potential buyers. Men would feel less socially desirable for not having the latest car models.

The advertising industry needed a new approach, and Bill Bernbach saw an opportunity to create a cultural phenomenon. Bernbach believed a singular and creative idea should be at the center of an advertisement.

From his company’s manifesto:

“Let us prove to the world that good taste, good art, and good writing can be good selling.” — Bernbach

old photo of a volkswagen and old cars display o black background

“Lemon” - Volkswagen Ad

Bill Bernbach saw creativity as an unfair advantage a company can use against its competition, while other advertising agencies relied exclusively on cold research and focus groups.

When Carl Hahn first visited Madison Avenue, he couldn’t hide his disappointment with bland and overused mockups he received from top agencies. The agencies would conduct immense research and develop ad mockups that showed families admiring the Beetle in driveways.

Carl Hahn had a fresh encounter at the DDB’s agency and was struck by Bernbach’s honesty. Ben Bernbach had zero mockups, concepts, and ideas to offer, blaming it on the lack of personal familiarity with the product.

Instead, Bernbach and Hahn went through a catalog of his previous campaigns. Hahn liked DDB’s advertising approach and a bond formed between the two men. Carl Hahn found fresh energy on Madison Avenue and signed a $600,000 contract with DDB.

Not everyone was thrilled about selling “the Führer’s car” at DDB, and Bill Bernbach faced challenges with both managers and copywriters. Initially, the teams inside DDB wanted to present the Beetle in the same fashion as all other agencies, promising a status boost to potential prospects.

Finally, Helmut Krone accepted the challenge to design the ads, and Julian Koenig sat behind a typewriter to write the copy.

The two men had a different idea

DDB finally approved the first two ads after grueling back and forth inside the agency.

Headlines featured a full stop — it forced the reader to stop and think about the ad for a second longer. Headlines usually attract the reader to read the first line and rarely ever feature a final interpunction.
Black and white ad pages — Volkswagen couldn’t afford a color print, which proved to be to their advantage when Life magazine published the ads. The magazine pages were colorful, and Volkswagen’s pictures created a remarkable effect.
Self-deprecating humor — Exacerbated self-importance and perceived social status drove the car sales at the time. Self-deprecating humor created Volkswagen’s brand image of honesty and simplicity.
Awkward logo position — Volkswagen’s logo is unnaturally placed between the second and the third column, supplementing the self-deprecating humor.

“It’s Ugly But It Gets You There” - Volkswagen Ad

The initial campaigns were successful. Volkswagen became a social phenomenon, and office workers discussed it around water-coolers, teenagers had it on their bedroom walls, and families adopted the change with their next car purchases.

The ad bridged the gap between the research data and the real world. The Volkswagen Beetle became the people's true car and not just another metal pet for CEOs and men with boosted egos.

The campaign ignited a creative revolution that changed the way the world felt about advertising, marketing, and promotion.

DDB and Volkswagen continued creating great ads in the upcoming years, fueling the age in American history. The following headlines would still get giggles and positive reaction today:

“It’s Ugly But It Gets You There”

“If You Run Out of Gas, It’s Easy to Push”

“Live Below Your Means”

Shaking up the advertising world helped Volkswagen find its place in American hearts and forever change the automobile industry.

DDB still handles Volkswagen’s account in some regions, primarily in the UK . And today, Volkswagen is as American as an apple pie.

Written by yours truly, Toni Koraza

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How Volkswagen Brand Campaigns Connect with Customers

How Volkswagen Brand Campaigns Connect with Customers 10 min read

Volkswagen, commonly abbreviated as VW, is a German automotive company founded in 1937. The company’s headquarters are located in Wolfsburg, Lower Saxony, Germany. Volkswagen is the original and largest brand within the Volkswagen Group, which also includes other car brands such as Audi, Porsche, Lamborghini, Bentley, Bugatti, Skoda, and SEAT.

Volkswagen is known for producing a wide range of vehicles, including passenger cars, SUVs, commercial vehicles, and luxury vehicles. Some of its most well-known models include the Volkswagen Beetle, Golf, Passat, and Jetta.

In recent years, Volkswagen has been a leader in the development of electric vehicles, with models such as the Volkswagen ID.3 and ID.4. The company has also been working to improve the sustainability of its manufacturing processes and reduce its carbon footprint.

Volkswagen is one of the world’s largest automakers and has a presence in markets all over the globe. It is known for its innovative engineering, reliability, and high-quality vehicles.

Brand Campaigns of Volkswagen

Volkswagen has been known for its creative and innovative brand campaigns over the years. Some of the most notable campaigns are:

“Think Small” (1960s)

The “Think Small” brand campaign was launched by Volkswagen in the 1960s , and it is widely considered as one of the most successful campaigns of all time . The campaign was created by the advertising agency Doyle Dane Bernbach , and it focused on promoting the Volkswagen Beetle in the US market.

At the time, American cars were big, flashy, and often impractical. In contrast, the Volkswagen Beetle was small, simple, and affordable. However, these features were seen as disadvantages by many American consumers who were used to larger and more extravagant cars. The “Think Small” campaign aimed to turn these perceived weaknesses into strengths.

The campaign consisted of a series of print ads that featured minimalist designs and clever copywriting. The ads showcased the Volkswagen Beetle’s small size and unique features, such as its air-cooled engine, and positioned the car as an alternative to the larger, more extravagant American cars of the time.

The ads were highly effective in creating buzz around the Volkswagen Beetle and increasing its popularity in the US market. The campaign’s success was due in part to its clever use of irony and humor, which helped to engage consumers and make the car seem more approachable and relatable.

In addition to its immediate success, the “Think Small” campaign had a long-lasting impact on the advertising industry. It demonstrated the power of creative, unconventional advertising, and it helped to establish Doyle Dane Bernbach as one of the most innovative and influential advertising agencies of the time.

Overall, the “Think Small” campaign was a landmark moment in Volkswagen’s history and in the history of advertising. It showcased the power of creative, innovative branding, and it helped to establish Volkswagen as a major player in the US automotive market .

“The Darth Vader Kid” (2011)

“The Darth Vader Kid” was a brand campaign launched by Volkswagen in 2011 to promote the Passat sedan. The campaign featured a television commercial that quickly went viral and became a pop culture phenomenon.

The commercial features a young boy dressed in a Darth Vader costume attempting to use “the Force” to move various objects around his house, including a doll and the family dog. He is then shown trying to start his father’s Volkswagen Passat using the same “Force” powers, but to no avail. The boy’s father then secretly starts the car from inside the house using a remote starter, and the boy is surprised and thrilled to see the car starting up as he tries to use his powers on it.

The commercial was a major success, with millions of views on YouTube and social media. It resonated with audiences by combining humor and relatability with the popular Star Wars franchise, and it showcased the Passat’s key features, including its remote starter and advanced technology.

The campaign was successful in creating significant brand awareness for Volkswagen and generating interest in the Passat sedan. It also helped to solidify Volkswagen’s reputation as a fun and creative brand, capable of connecting with audiences in a meaningful and entertaining way.

Overall, “The Darth Vader Kid” campaign was a standout example of effective brand marketing, using a combination of humor, nostalgia, and popular culture to connect with audiences and promote the Volkswagen Passat. It remains one of Volkswagen’s most iconic and memorable advertising campaigns to date.

“The Fun Theory” (2009)

“The Fun Theory” was a brand campaign launched by Volkswagen in 2009 with the aim of promoting its environmentally friendly cars. The campaign was based on the idea that making environmentally conscious behavior fun and enjoyable can encourage more people to adopt sustainable habits.

The campaign consisted of a series of viral videos that featured fun and creative ideas for encouraging eco-friendly behavior. One video, for example, showed how a set of stairs that looked like a giant piano could encourage people to use the stairs instead of an escalator. Another video showed how a recycling bin that made a satisfying sound when used could encourage more people to recycle.

The “Fun Theory” campaign was hugely successful, with the videos generating millions of views on YouTube and social media. The campaign showcased Volkswagen’s commitment to sustainability and innovation while also demonstrating its ability to think creatively and outside the box.

The campaign was successful in generating significant buzz and awareness for Volkswagen’s environmentally friendly cars. It also helped to position Volkswagen as a fun and innovative brand that is committed to making a positive impact on the world.

Overall, “The Fun Theory” campaign was a standout example of effective brand marketing that combined sustainability, innovation, and fun to create a memorable and impactful message. It demonstrated Volkswagen’s ability to think creatively and connect with audiences in a meaningful and engaging way

“The People’s Car Project” (2011)

The People’s Car Project was a brand campaign launched by Volkswagen in China in 2011. The campaign was aimed at engaging with Chinese consumers and soliciting ideas and feedback for the development of a new Volkswagen car specifically designed for the Chinese market.

The campaign was centered around an interactive website where consumers could submit their ideas and designs for a new Volkswagen car, as well as vote and comment on the ideas submitted by others. The website also featured a range of online tools and resources to help consumers develop and refine their ideas, including 3D modeling software and design tutorials.

The campaign was a huge success, with over 119,000 ideas submitted and more than 33 million votes cast. The ideas submitted ranged from practical improvements to existing Volkswagen models to completely new and innovative designs.

Volkswagen used the feedback and ideas gathered from The People’s Car Project to inform the development of a new car specifically designed for the Chinese market. The car, called the Volkswagen Lavida, was launched in 2012 and was a major success, becoming one of the top-selling cars in China.

The People’s Car Project was successful in creating significant engagement and interest among Chinese consumers and helping Volkswagen to develop a car that was specifically tailored to the needs and preferences of the Chinese market. The campaign also helped to position Volkswagen as a brand that is committed to engaging with consumers and listening to their feedback and ideas.

Overall, The People’s Car Project was a standout example of effective brand marketing that leveraged the power of crowdsourcing and interactive digital tools to create a truly collaborative and engaging campaign.

“Das Auto” (2007-2015)

“Das Auto” was a brand campaign launched by Volkswagen in 2007. The campaign was designed to reinforce Volkswagen’s position as a leading car manufacturer and emphasize the company’s commitment to quality, engineering, and innovation.

The campaign centered around the tagline “Das Auto”, which translates to “The Car” in English. The tagline was intended to convey Volkswagen’s confidence and pride in its products, while also emphasizing the brand’s German engineering heritage and reputation for precision and excellence.

The campaign featured a range of print, TV, and digital ads, as well as social media content and experiential marketing initiatives. The ads showcased Volkswagen’s different models, highlighting their design, performance, and features, and positioning them as superior and iconic cars.

The campaign was highly successful and helped to reinforce Volkswagen’s position as a leading car brand. The “Das Auto” tagline became synonymous with Volkswagen and was widely recognized and admired by consumers around the world.

However, in the wake of the 2015 diesel emissions scandal, Volkswagen faced criticism for its “Das Auto” campaign, with some accusing the brand of promoting an overly confident and self-assured image that was not reflective of its actions.

In response, Volkswagen discontinued the “Das Auto” tagline in 2016, acknowledging that it had become outdated and no longer aligned with the brand’s values and priorities. The move was part of a broader rebranding effort aimed at promoting transparency, accountability, and sustainability, and restoring consumer trust in the brand.

Overall, the “Das Auto” campaign was a notable example of effective brand marketing that leveraged the power of a simple yet powerful tagline to create a distinctive and memorable brand identity. While the campaign faced criticism in the wake of the diesel emissions scandal, it remains a key part of Volkswagen’s brand heritage and legacy.

“Drive Bigger” (2019)

The “Drive Bigger” campaign is a recent brand campaign launched by Volkswagen in 2019. The campaign is designed to emphasize Volkswagen’s commitment to sustainability, innovation, and social responsibility.

The campaign centers around the tagline “Drive Bigger”, which is intended to convey Volkswagen’s ambition to create a better future for all, and to inspire its customers and partners to think and act in more impactful ways.

The “Drive Bigger” campaign features a range of print, TV, and digital ads, as well as social media content and experiential marketing initiatives. The ads showcase Volkswagen’s different models, highlighting their advanced technology, safety features, and sustainability credentials, and positioning them as vehicles that can help customers make a positive difference in the world.

In addition to promoting its products, the campaign also showcases Volkswagen’s broader commitment to sustainability and social responsibility. For example, t he campaign highlights Volkswagen’s partnership with The Conservation Fund, a non-profit organization focused on conservation and environmental protection, and features stories of real Volkswagen customers who are making a positive impact in their communities.

The “Drive Bigger” campaign has been well-received by consumers and industry experts alike, and has helped to reinforce Volkswagen’s position as a brand that is committed to innovation, sustainability, and social responsibility. The campaign has also helped to differentiate Volkswagen from its competitors, by emphasizing the brand’s unique values and priorities, and showcasing its products in a more purposeful and impactful way.

Overall, the “Drive Bigger” campaign is a notable example of effective brand marketing that leverages the power of purpose-driven messaging to create a distinctive and memorable brand identity. By emphasizing its commitment to sustainability and social responsibility, Volkswagen is able to connect with customers on a deeper level, and inspire them to think and act in more impactful ways.

Overall, Volkswagen’s brand campaigns have been highly successful in creating brand awareness and loyalty, while also promoting the company’s unique features and initiatives. These campaigns have often been innovative and creative, reflecting Volkswagen’s commitment to quality and innovation.

Also Read: The Volkswagen Group: A Deep Dive into the Company’s Portfolio of Brands

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"> "> “Think Small” by Volkswagen

Many marketing and advertising professionals define Volkswagen’s “Think Small” campaign as the gold standard and it still influences much of the marketing we consumers see today. This is the ad campaign that arguably, set the bar for copywriters and print advertising, and set it high.

The Volkswagen Beetle is one of the highest-selling vehicles worldwide and it was designed by Ferdinand Porsche.

"> "> Challenging Times

Entering the American market in the 1950s/60s was a massive challenge for Volkswagen. Put yourself in their shoes during this time: 1. They are trying to penetrate the American market post World War II, fighting negative perceptions of being a German company. 2. Their product line-up is all small vehicles, and American consumers wanted big American cars with big engines. How many of you reading this remember the Chevy Bel Air and the Cadillac El Dorado? These incredible challenges sparked the Volkswagen Group to reach out to a USA advertising firm, Doyle Dane & Bernbach (DDB). Knowing their challenges, DDB set out to answer one question: How can we change peoples’ perceptions not only about a product but also about an entire group of people (Germans)? Knowing Volkswagen couldn’t compete with the (literally) larger vehicles, DDB decided to embrace the Volkswagen Beetle for what it was and sell the concept of an “honest, odd, little car.” DDB assigned a creative director (Helmut Krone) and copywriter (Julian Koenig) who decided they would play into what Americans were saying and thinking about the Beetle. They looked at the VW Beetle for what it was. Small. Ugly. Affordable. They took these traits and weaknesses and turned them into strengths; differentiators. And right at the top of the first rendition of the soon-to-be-iconic campaign, they showcased the biggest, most widespread criticism of the car: Its size.

“Think Small” rolled out in 1959, with zero expectations from Volkswagen – “It can’t get worse,” they thought. The results of the campaign were almost instantaneous, resulting in immense success. People all over the US, and the world, were talking about it. Sales backed up the campaign, and Volkswagen reached enormous success in the United States within only a few years, rivaling giants like Ford, Chevrolet and Cadillac. To this day, it’s still considered the greatest ad campaign of all time.

"> "> “Think Small” was successful for three reasons:

1. It was the first ad campaign ever to embrace criticism and pivot it into positive messaging, breaking the fourth wall between the brand and its audience. It was openly self-deprecating in a way that became endearing. 2. It embodied its message wholly. One example is the juxtaposition of a small car with the “Think Small” tagline, but an even better example is that the ad was printed in black and white when color ads were the industry standard. Americans saw Volkswagen as a cheap, inferior brand and printing the ad in black and white was another way for the brand to be honest with itself and embrace the messaging. 3. The simplicity of the ad gave it power. Other ads at the time featured loud pictures, massive amounts of copy and distracting layouts. Volkswagen’s ad was simple, organized, uncomplicated and digestible, giving the consumer a break from the clutter.

HELMUT KRONE

Creative director.

There is a story that says Helmut Krone, the creative director of VW’s “Think Small” campaign, actually left the country before the rollout, fearing he’d be ridiculed for how terrible it was.

JULIAN KOENIG

We all celebrate Julian Koenig every year (kind of). Mr. Koenig was also responsible for coming up with “Earth Day.” The first Earth Day event was held on April 22nd (the date it’s still celebrated today) in honor of Mr. Koenig as it’s also his birthday.

To this day, more than 60 years later, Volkswagen still uses a similar ad layout. Grab any Volkswagen ad, and you’ll see a striking resemblance: An image covering 3/4 of the page and ad copy at the bottom on the remaining 1/4, most likely set in three columns. If you look closely, copywriting hasn’t changed much either. Short sentences, structured in tiny paragraphs. Snappy, tight taglines. A conversational tone.

A Movement Begins

The most impressive takeaway from the campaign is its influence on how almost every brand advertises, even today. Think of some of your favorite or large brands like Apple or McDonald’s. The format of their ads illustrates the movement created by Volkswagen’s iconic campaign. Don’t try to sell your company, product or service as something it’s not.

Volkswagen has a history and tradition of naming their vehicles after oceanic currents or natural phenomenon that occur within the oceans. Examples: Jetta, Corrado, Vento, Passat, Santana and Scirocco.

Consumers are Smart

They recognize and appreciate honesty. “Think Small” taught us how truly valuable (and vital) creativity is in the advertising process and how sometimes it’s best to simply “Think Small.”

“20 facts few people know about Volkswagen.” Hotcars.com, April 2018.

“What Volkswagen’s ’Think Small’ campaign teaches copywriters.” San Francisco School of Copywriting, 2021.

“Volkswagen – statistics and facts.” Statista, October 2021.

“Earth Day – the roots of the name remembering Julian Koenig.” EarthDay.org, April 2014.

“The ad that changed advertising.” Medium.com.

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The Volkswagen 'Think Small' Campaign: A Paradigm Shift in Advertising

Let's go back to the 1960s. You're the head of a marketing team tasked with promoting a new car entering the American market. The car - Volkswagen Beetle. Unlike the bigger, better, trendier vehicles around, the Beetle is small, unusually designed, and originated in Germany-- a country that Americans had little trust for, given the socio-political climate post World War II. How do you turn this seemingly unfavorable scenario into a successful marketing opportunity?

The Concept: Enter "Think Small"

The ingenious "Think Small" campaign, devised by the Doyle Dane Bernbach (DDB) agency, revolutionized advertising by doing exactly what its idea stated—thinking small, contrary to the popular trend of "the bigger, the better."

Instead of masking the Beetle's design and size, "Think Small" took these unique attributes and made them the limelight of their campaign. It played up the simplicity, economy, and reliability of the Beetle, reshaping what Americans considered desirable in a car.

Why Was it Effective?

The campaign's genius lay in its honesty and anti-conformity essence.

Truthful Messaging: Volkswagen didn't try to pretend that the Beetle was a large, glamorous, or over-the-top vehicle—because it wasn't.
Simplicity: The campaign utilized minimalistic ads with a tiny Beetle depicted against a sea of white space, reflecting the simplicity of the car itself.
Differentiation: At the time when Americans were used to large, attention-grabbing, chrome-decorated cars, the Beetle offered freshness and novelty.

Applying the 'Think Small' Concept

The Volkswagen 'Think Small' campaign is an apt example that standing out doesn't always mean being bigger or louder, but being unique and authentic.

Embrace Uniqueness: Instead of masking what you think might be perceived as a weakness, consider changing the narrative around it. In Volkswagen's case, 'small' became 'efficient' and 'economical'.
Simplicity Works: Sometimes, less is more. "Think Small" used a single bold headline with simple, clear, and concise copy.
Truthful Messaging: Be honest about your product/service. People appreciate authenticity and transparency.

Fast forward to today, the Volkswagen Beetle is globally recognized as a classic, and the 'Think Small' attitude has become a blueprint for successful marketing strategies. To wrap up, whether you're marketing a product, a service, or yourself, embracing and valuing what makes you unique can put you on a path towards success. “Think small” might just be the big idea you need.

Practice Decision-Making

Following a decline in car sales, a company decides to shift its marketing strategy to emphasize the unique features of their compact vehicles. The initial step should be:

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Volkswagen, With New Ads, Wants to Put Its Cheating Past Behind It

By Tiffany Hsu

June 5, 2019

Volkswagen is sorry. But it’s not exactly saying so in a new ad campaign.

The world’s largest automaker has been on something of an apology tour since 2015, when it was publicly accused of using illegal software in its diesel cars to dupe pollution tests. The company was slammed with criminal charges , lawsuits and billions of dollars in government fines .

Volkswagen Group was sorry again in March when its chief executive officer, Herbert Diess, posted an apology on LinkedIn after making remarks that echoed the Nazi-era slogan “Arbeit macht frei.” The expression, which means “Work sets you free,” appeared on the gates of Auschwitz and other concentration camps.

With the new marketing push, the company wants to move on from its self-inflicted wounds.

“We’ve offered thousands of apologies,” said Scott Keogh, who became chief executive of Volkswagen’s American unit in November . “For us, this wasn’t about the apology — we’ve been doing that. This is the reassessment of the brand, of the company, and how we want to move forward.”

In the print and video ads, released in the United States starting on Wednesday, Volkswagen nods to the scandal before shifting focus to its coming line of electric vehicles and other projects. Communication experts said the company might have a hard time bringing skeptics on board as it tries to pull off this U-turn.

“It is difficult for Volkswagen to run advertising on the environmental front, because that’s exactly where they got into trouble,” said Tim Calkins, a marketing professor at Northwestern University.

In one of the new commercials, snippets of news broadcasts about the scandal are followed by the strains of Simon and Garfunkel’s “The Sounds of Silence” and the appearance of a Volkswagen employee, swathed in shadow, who is meant to represent the company’s “soul-searching,” Mr. Keogh said. Eventually, a glowing Volkswagen I.D. Buzz, an electric minivan planned for production in 2022, cuts through the gloom. The video ends with these words: “In the darkness, we found the light.”

The “Rebirth” campaign was designed by the agency Johannes Leonardo, which counts Adidas and Google among its clients. The commercials will run a few weeks before giving way to a series of ads meant to hammer home the notion that a company recently caught cheating is now embracing environmentalism and setting aside what it calls “self-interest.”

“We wouldn’t be capable of telling that story without first having this moment to clear the air, to make the pivot,” Mr. Keogh said. “We couldn’t pretend it didn’t happen.”

Clever marketing has helped Volkswagen as far back as 1959, when its “Think Small” campaign — a contrast with the hard-sell tactics of the day from Julian Koenig of the Doyle Dane Bernbach agency — was as minimalist as the Beetle it was promoting.

That pitch helped reposition Volkswagen, dogged by its wartime association with Adolf Hitler , as “something that was warm and friendly and the antithesis of Nazi Germany,” said Tobe Berkovitz, an associate professor of advertising at Boston University.

“It absolutely wiped the slate for many people,” he said. “It was really revolutionary.”

Later campaigns, including “Lemon” and “ Drivers Wanted ,” kept Volkswagen fresh. But at the start of the decade, the brand seemed “out of step with America,” Mr. Keogh said, and it was ill equipped to react to the coverage of the emissions scandal.

Public outrage mounted in the weeks before Volkswagen came through with apology ads in some 30 American newspapers, including The New York Times. The campaign was seen as less contrite than other corporate confessionals, like the one Toyota aired during the 2010 Winter Olympics after recalling millions of vehicles. Instead, it was likened to a poorly received mea culpa from BP that showed its unpopular chief executive pledging to clean up an oil spill in the Gulf of Mexico over a soundtrack of squawking sea gulls.

The new Volkswagen campaign does not go into the internal cultural deficiencies that enabled the cheating, such as a hierarchal structure that discouraged whistle-blowing. But Mr. Keogh said the company’s willingness to refer to the scandal at all in its marketing was a sign that Volkswagen’s culture was changing.

“We really needed a reason for people to root for us again,” the executive added.

Volkswagen’s sales started to rebound last year, thanks in part to the introduction of new sport utility vehicles, but have yet to catch up to pre-crisis levels. And even as the company has sought to regain the trust of car buyers, it has had to deal with accusations that it illegally sold prototype vehicles , as well as revelations that it financed tests of the effects of diesel exhaust on monkeys .

The company is planning a $50 billion escalation of its electric fleet, with 22 million battery-powered vehicles scheduled for production through 2028. Before the emissions uproar, Volkswagen had been lagging behind its competitors in developing zero-emissions vehicles. As part of a 2016 settlement with the United States government ( overseen by Robert S. Mueller III ), the company agreed to spend $2 billion on electric vehicle infrastructure.

“We would have gotten there,” Mr. Keogh said, “but this got us there a little sooner.”

Follow Tiffany Hsu on Twitter: @tiffkhsu .

Neal E. Boudette contributed reporting.

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The greatest print campaigns of all time: volkswagen think small.

Think Small

If you asked me to sell this vehicle to a country still bitter about a war that threatened their most core ideals, I would’ve thought you were nuts. How in the world did they pull it off?

The answer is mind-bogglingly amazing from a marketing perspective: they were honest, boldly so. To see what I mean, consider the copy in the ad below (click for larger version).

Set the Hook and Reel Them In

As you read on, the tone of the ad takes a turn:

So you can easily break almost any speed low in the country in a VW. And you can also cruise right past gas stations, repair shops and tire stores. The VW engine may not be the fastest, but it’s among the most advanced.

You just went from wondering if it was socially acceptable to even own such a vehicle to having a cute nickname for it.

Solid Brand Building

The two ads above take us through the early to mid sixties, let’s fast forward another decade and see how Volkswagen was marketing their vehicles in the 70s.

Look familiar? Three quarters of the ad is dedicated to a large image with the bottom quarter getting a headline and three columns of type. The format obviously held up quite well over time!

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Think Small

Agency: DDB

This professional campaign titled 'Think Small' was published in Germany in October, 2009. It was created for the brand: Volkswagen, by ad agency: DDB. This Print medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted over 14 years ago.

Advertising Agency: DDB, Berlin, Germany Chief Creative Officer: Amir Kassaei Executive Creative Director: Stefan Schulte Creative Director: Dennis May Copywriter: Ricardo Wolff Art Director: Gabriel Mattar Graphic Designer: Marilyn Wolf Account Manager: Silke Lagodny

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Opinion The wealthy dominate government. Democrats should work to change that.

Dustin Guastella is a research associate at the Center for Working Class Politics and the director of operations for Teamsters Local 623 in Philadelphia.

Democrats are struggling to win over working-class voters, which spells trouble for the party because these voters compose a commanding majority of the electorate. But Democrats’ blue-collar blues also reflect a much larger problem: the total dominance of our government by the rich.

The United States has long been governed by millionaires. In 2020, more than half of all members of Congress were millionaires, including nearly two-thirds of senators. It’s also true for more than 80 percent of those who have served as president, after adjusting for inflation.

In the tens of thousands of times that congressional seats have changed hands since 1789, lawyers have succeeded lawyers, millionaires have succeeded millionaires and millionaire-lawyers have succeeded millionaire-lawyers. But as Nicholas Carnes, a political science professor at Duke University, documented in his 2018 book, “ The Cash Ceiling ,” “two former blue-collar workers have never served in the same U.S. House seat back-to-back.”

Progressives often appeal for greater representation of women and minorities in government. Yet rarely is the case made for working-class lawmakers, even though the percentage of women and people of color who run for (and hold) public office far exceeds the percentage of ordinary workers who do the same. If members of the working class were proportionally represented in Congress, they would make up 60 to 70 percent of lawmakers, instead of the 2 percent to 5 percent that have historically won seats.

Why it’s easier to serve in Congress when you’re rich

Unfortunately, Democrats don’t seem likely to increase their number of working-class officeholders anytime soon. A new study I co-wrote for the Center For Working Class Politics found that of the 925 Democratic candidates who competed in the 2022 midterm elections, only 2.3 percent worked exclusively in blue-collar jobs — in manufacturing, construction or the service sector — before entering politics. Expand that to include pink-collar workers — such as elementary and high school teachers, librarians, social workers, and nurses — and that figure grows to a measly 5.9 percent.

(Don’t count on Republicans for more working-class candidates, either. Despite their attempts to rebrand as worker-friendly, they increasingly draw from the uber-rich . Several GOP Senate candidates this year are multimillionaires. One, Jim Justice of West Virginia, might even be a billionaire.)

The lack of working-class representation matters. It means workers’ political, economic and social interests have been shoved into the back seat while the wealthy drive the car. As the Center for Working Class Politics will show in a forthcoming study, only 18 percent of Democratic political ads from 2022 mentioned jobs at all. Less than 2 percent mentioned the need for good, high-paying, living-wage or union jobs, and issues such as reshoring manufacturing and implementing a bold industrial policy were virtually absent.

Even President Biden’s own signature economic policies barely registered. Candidates were 6.5 times more likely to talk about abortion than the Inflation Reduction Act, the Chips Act or the bipartisan infrastructure law. No wonder many working-class voters don’t think Democrats represent their interests on the campaign trail.

In 2020, Democrats lost the non-college-educated working-class vote by four percentage points, and recent polls suggest that deficit could worsen in November. Fixing the party’s reputation among working-class voters won’t be easy, but recruiting and running working-class candidates could be a good first step for three reasons:

First, it’s good politics. The Democratic Party needs to win swing states, especially Michigan, Pennsylvania and Wisconsin — home to a disproportionate share of working-class voters. Our research has shown that such voters prefer working-class candidates over those from elite backgrounds. These candidates are more prone to highlight working-class interests on the campaign trail, such as jobs, wages and making big investments in left-behind regions. And our findings show that when Democrats put forward a strong pro-worker message, they can win crucial working-class toss-up districts.

Second, working-class officeholders are good policymakers. Compared with their elite counterparts, politicians from working-class backgrounds are likelier to pursue the sort of progressive economic agenda that Biden has tried to champion. They can provide a needed counterweight to the profound influence that the rich have in the halls of power.

Third, working-class candidates are surprisingly well-suited to challenging Republicans on their home turf. Cycle after cycle, Democrats pour energy and money into their own liberal backyards, home to the richest congressional districts in the country. By focusing on running up the score in safe, affluent blue districts, the party has neglected huge swaths of small-town and rural America, where many working-class voters struggle to get by. These voters rarely hear political appeals from the left, but there’s no reason working-class Democrats can’t go toe-to-toe with the GOP in Trumpland. Who better to challenge hedge-fund executives than candidates drawn from the working class?

The good news is that efforts to recruit and run working-class candidates, with a pro-worker campaign message, have been successful. The New Jersey state affiliate of the AFL-CIO has helped train and run more than 1,000 working-class candidates — from City Hall to Congress — and boasts an impressive 77 percent success rate. Democrats ought to emulate that model if they are to have any hope of winning our democracy back from the grip of the rich.

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“Think Small” Advertising Campaign
個別「[フォルクスワーゲン][ad][車][VW][ad][Helmut Krone][1959]Think small.」の写真、画像
VW Think Small
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COMMENTS

The Greatest Print Campaigns of All Time: Volkswagen Think Small
Cars were fashion statements, testosterone boosters, muscles on wheels. As the 1950s came to a close, Doyle Dane Bernbach (DDB) and Volkswagen decided to completely destroy the status quo for automobile ads with the "Think Small" campaign. The 50s and 60s were a time when cars weren't just a way to get the kids to school.
Breaking the Mold: Volkswagen's «Think Small» Campaign and Its
«Think Small» campaign, remains an iconic car and a symbol of Volkswagen's commitment to innovation and design. The Legacy of the «Think Small» Campaign. The «Think Small» campaign was more than just a successful advertising campaign - it was a cultural phenomenon that changed the way people thought about cars.
How Volkswagen's "Think Small" Ad Campaign ...
The challenge for Volkswagen was to find an effective way to stand out from the crowd and make people think differently about their cars. So, when Volkswagen hired Doyle Dane Bernbach (DDB) as their advertising agency in 1960, they knew they had to think outside the box if they wanted to change people's minds about their vehicles. The team at ...
Volkswagen
Volkswagen - "Think Small" (1960) William. March 3, 2023. Classic Advertisements. Volkswagen's "Think Small" campaign, launched in 1960, is one of the most iconic and successful advertising campaigns in history. The campaign, which aimed to promote Volkswagen's Beetle model, was a bold departure from traditional car advertising at ...
The Iconic 'Think Small' Campaign: How Volkswagen ...
The campaign launched in the 1960s, a time when there was a growing counterculture movement and a shift towards embracing individuality and non-conformity. The "Think Small" campaign resonated ...
PDF "A Case Study on Volkswagen Print Ad Think Small
"A CASE STUDY ON VOLKSWAGEN PRINT AD THINK SMALL" PJAEE, 18 (17) (2021) 255 Volkswagen - Helmut Krone directed one of the most famous ads in advertising campaign for the Volkswagen Beetle. The copy of Think small was written by Julian Koeing at Doyle Dane Bembach agency in 1959. Doyle Dane Bernbach's
Truth in Advertising: DDB and VW Encourage the World to Think Small
With their legendary "Think Small" campaign, DDB did the exact opposite of what every other car ad was doing: They were brutally, boldly and cleverly honest. The truth was that the Volkswagen Beetle was a small, slow and ugly foreign car. By admitting that, and explaining why those were good things, DDB turned the VW Bug into an iconic ...
1959: VW changes the course of advertising with its 'Think Small' campaign
The original Volkswagen work is one of the very few campaigns that changed the course of advertising history. Bill Bernbach and his superstar team of Mad Men took a funny looking German car called ...
Volkswagen Thinks Small (Again)
Volkswagen Thinks Small (Again) by Maud Largeaud , AdForum 14 January 2021. "Think Small" was not only the most iconic ad of the 20th century, according to Advertising Age, it also linked the phrase indelibly with Volkswagen. To promote its range of subcompact SUVs in Australia, VW and its agency DDB Sydney once again scaled down their ...
Visual Rhetoric
The "Think Small" campaign was developed in 1959 for advertising the Volkswagen Beatle. Conceived by Helmut Krone and Julian Koenig, this campaign is what many consider to be one of the best advertising schemes of the 20 th century. "Think Small" was an exercise in minimalism and thus a very accurate reflection on the product itself.
The Winding Road to Volkswagen's Famous Line 'Think Small'
The story behind the "Think Small" ad is certainly one of them. As Julian Koenig, the Hall of Fame copywriter, tells it in the book by Andrew Cracknell, The Real Mad Men, the ad was originally meant to be a corporate ad rather than an ad for a specific model. The original visual showed three huge American cars and Koenig wrote the headline ...
VW Think Small
November 13, 2014. One of the best print ad campaigns of all time, was the Volkswagen, Think Small campaign. Doyle Dane Bernbach agency (DDB) launched this bold campaign that won Americans over in the 50's and 60's. Besides the fact that this was one of the greatest print campaigns, it becomes even more impressive to know a small, ugly ...
Lemon: The Volkswagen Ad That Forever Altered America
Lemon: Volkswagen Ad that Forever Changed America. David Ogilvy, as one of the greatest minds of modern advertising, couldn't stomach one-word headlines, but he couldn't deny the power of the Think Small campaign either. "The famous headline Lemon contributed a lot to the success of Volkswagen in America.". — Ogilvy on Advertising.
How Volkswagen Brand Campaigns Connect with Customers
The "Think Small" brand campaign was launched by Volkswagen in the 1960s, and it is widely considered as one of the most successful campaigns of all time. The campaign was created by the advertising agency Doyle Dane Bernbach, and it focused on promoting the Volkswagen Beetle in the US market. At the time, American cars were big, flashy ...
Great Work: A Volkswagen Campaign
Many marketing and advertising professionals define Volkswagen's "Think Small" campaign as the gold standard and it still influences much of the marketing we consumers see today. This is the ad campaign that arguably, set the bar for copywriters and print advertising, and set it high. The Volkswagen Beetle is one of the highest-selling ...
The Volkswagen 'Think Small' Campaign: A Paradigm Shift in Advertising
The Volkswagen 'Think Small' campaign is an apt example that standing out doesn't always mean being bigger or louder, but being unique and authentic. Embrace Uniqueness: Instead of masking what you think might be perceived as a weakness, consider changing the narrative around it. In Volkswagen's case, 'small' became 'efficient' and 'economical'.
Volkswagen, With New Ads, Wants to Put Its Cheating Past Behind It
June 5, 2019. Volkswagen is sorry. But it's not exactly saying so in a new ad campaign. The world's largest automaker has been on something of an apology tour since 2015, when it was publicly ...
The Greatest Print Campaigns of All Time: Volkswagen Think Small
Think Small. Cars were fashion statements, testosterone boosters, muscles on wheels. As the 1950s came to a close, Doyle Dane Bernbach (DDB) and Volkswagen decided to completely destroy the status quo for automobile ads with the "Think Small" campaign. The 50s and 60s were a time when cars weren't just a way to get the kids to school.
Volkswagen: Think Small • Ads of the World™
This professional campaign titled 'Think Small' was published in Germany in October, 2009. It was created for the brand: Volkswagen, by ad agency: DDB. This Print medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted over 14 years ago. Credits.
City Marketing : Case: Moscow
Nowadays cities compete with each other for attracting investments and people, which make them implement new city marketing and city branding strategies.
Opinion
A new study I co-authored for the Center For Working Class Politics found that of the 925 Democratic candidates who competed in the 2022 midterm elections, only 2.3 percent worked exclusively in ...
PDF Moscow Case Study v2-s
Objectives. The estimation of the current status of Moscow as a Smart City. The identification of current weaknesses in Moscow's smart strategy for the benefit of future planning. The identification of new directions for Smart City development based on expert opinions. Determining the most efficient way to share best practices in the Smart ...
New ITU case study maps the Moscow 'smart city' journey
A new ITU case study offers an evaluation of Moscow's progress in meeting the objectives of its 'smart city' strategies and the United Nations Sustainable Development Goals (SDGs). The case study , Implementing ITU-T International Standards to Shape Smart Sustainable Cities: The Case of Moscow, was undertaken using the Key Performance ...
PDF Integral Index of Tra c Planning: Case-Study of Moscow City's
routes was used in subindexes 2 and 3, respectively, and allows to consider the special case of Moscow radial-ring road structure. The signiﬁcance of road accidents was considered in subindex 4. 1.1. Subindex 1. Tra c Management E ciency Subindex 1 describes the tra c management e ciency. It shows how many vehicles a city can

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A Movement Begins

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