Volkswagen — Think Small, 1959— DDB New York
Think Small
- Brand:
- Volkswagen
- Agency:
- Doyle Dane Bernbach
1959Classic PrintPrint advertisement
Timeless principle
If the product breaks the category convention, let the advertising break it too.
The idea
Turn the Beetle’s small size from an apparent weakness into its defining advantage.
Why it works
In an era of oversized cars and oversized claims, the tiny photograph and acres of white space made understatement impossible to miss. The layout embodies the argument before the copy begins. Honesty, wit and restraint turn an outsider into the intelligent choice.
Tags
- Classic Print
- Automotive
- Copywriting
- Art Direction
- Restraint
