Back in 1960s when everyone was making big long cars, Volkswagen hired the Doyle Dane Bernbach ad agency to create a campaign to promote their new tiny ugly bug Beetle in United States.
Beetle's new ads were filled with humour and connected with consumers on a personal level. Two simple words were used that shook the automobile market: Think Small. Thanks to a Volkswagen Beetle aficionado on YouTube with the nickname beetle juice 150, you can watch many of the early Volkswagen Beetle TV commercials, including the famous Think Small ad, the floating brand new Beetle that you could buy for $1999 in 1972, and a very "Funeral" commercial that's a pure genius at work.
Volkswagen's "Think Small" advertisement had lots of white space, the product advertised was miniscule, the headline lacked news value and worse of all.. It was in black and white! The be campaign however generated favourable publicity because the advertisements were brilliantly written, for instead of marketing it to consumers as a luxurious, spacious vehicle as all its competitors were doing, it focused on the benefits of its compact size and affordability.
Beetle's new ads were filled with humour and connected with consumers on a personal level. Two simple words were used that shook the automobile market: Think Small. Thanks to a Volkswagen Beetle aficionado on YouTube with the nickname beetle juice 150, you can watch many of the early Volkswagen Beetle TV commercials, including the famous Think Small ad, the floating brand new Beetle that you could buy for $1999 in 1972, and a very "Funeral" commercial that's a pure genius at work.
Volkswagen's "Think Small" advertisement had lots of white space, the product advertised was miniscule, the headline lacked news value and worse of all.. It was in black and white! The be campaign however generated favourable publicity because the advertisements were brilliantly written, for instead of marketing it to consumers as a luxurious, spacious vehicle as all its competitors were doing, it focused on the benefits of its compact size and affordability.
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