VW’s “Think Small” ad campaign


Sure we know this is the digital age. We understand the power of online and social media marketing. But this is our “thirty brilliant moments” – and an opportunity to give credit where credit is due. In the early 60’s, when fast, heavy muscle cars were the norm, VW sought to enter the market with the Volkswagen Beetle – a car that was compact and strange looking. What Doyle Dane Bernbach (DDB) did at the time was more than improve sales for the client, their concept “changed the very nature of advertising—from the way it’s created to what you see as a consumer today” (Ad Age). The ad campaign, which lasted in some form for years, was simple in design, featuring large white spaces and copy that focused on the benefits of that particular car.