So there I was, lecturing about the intrinsics of white space the other day to a class, when projected on the screen was good old Bernbach’s Volkswagen ad; you know the “Oh $#^%! I painted myself into a corner” ad with the Beetle tucked away at the extreme corner.
What an ad. What a campaign, launched in 1959 by ad agency Doyle Dane Bernbach, one of the most legendary advertising agencies in history.
And what a concept… “Think small” according to Advertising Age, was the No. 1 campaign of the 20th century. At a time when the US consumers were being urged, cajoled and ‘persuaded’ to “think big” along comes this one ad suggesting the opposite.
Looking back at the context of that time, it appeared ludicruous. Why? Simply because Doyle Dane Bernbach (DDB) essentially took a German car originally created for Adolph Hitler (the Volkswagen Beetle) and sold it to post-war Americans through radically styled advertisements.
The Volkswagen, which in German means “People’s car ” was essentially a political promise by Adolf Hitler to win the goodwill of the German public in the 1930s. Before Hitler came to power, Germany was suffering the economic effects of the Great Depression with unemployement rising to 3,000,000 by September 1930. The situation was dismal, the manufacturing industry was badly hit and everyone was suffering. Cars cost more than what most people earned in a year. When Hitler thus became the chancellor of Germany in 1933, one of the things he did was the promotion of the idea of an automobile that was affordable enough for the average working person. Hitler met with automotive designer Ferdinand Porsche in 1933 and the Porsche-designed Volkswagen was born.
After World War 2, post war America was geared to achieve great heights in its economy, unravaged by war and its industries, raw material and illustrious people – with a surplus of discharged servicemen from the armed forces, was set to do so.
So what was then happening with the automobile advertising scene in the 1950s? The ongoing concept for automobile advertisements was to show people, proud owners and passengers evoking great joy and satisfaction about these new shiny big acquisitions. Commercial photography was then in its infancy and was not preferred when it came to capturing the ‘essence’ of the automobile; a great deal of automotive images were multiple illustrated artwork featuring all the exciting features of the vehicle. The advertisements were visually colourful; you can’t miss them with their hand-lettered headlines, big illustrations and large logotypes. The inherent message sent out was: “This is the American Dream, Live it!” – the underlying statement was the definition of those successful individuals who possessed the ability to afford a big house and a nice car for a quality lifestyle.
Every automobile ad then began saying the same thing: Oldsmobile proudly proclaimed,“You’ve got to drive it to believe it!” Chevrolet, expounded “Filled with grace and great new things,” while Buick promised, “You can make your ‘someday’ come true now.” The catch words were: “New, Shiny, Big and Great Features!”
But 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 ad 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.
A reader of that time, flipping through a magazine full of articles and cluttered advertisements would suddenly turn the page and see a near-blank minimalistic page with a tiny photograph, “realistic” against all those artificial illustrations, of a Volkswagen, some copy at the bottom, and the headline “Think Small.” Quaint but very assured and confident.
The advertisements were brilliant on a visual level – the potent contrast of empty space caused any image in close proximity to immediately pop from the page. This witty, charming, and intelligent approach was cohesively integrated into Volkswagen television ads and the rest of their campaign.
This was Bernbach’s approach – simplicity before complexity. Bernbach was THE MAN who changed the way we make ads.
April 21st, 2010 at 2:42 pm
I love this post
June 24th, 2010 at 2:31 pm
Hello – Do you know of anyone who sells large prints of these ad’s? My husband is an Ad guy and we have been looking for these. Any help is appreciated. Thanks!
June 28th, 2010 at 8:20 am
I wished I did. Guess you would have to trawl the internet to find one. Sorry, couldn’t be of much help.
September 15th, 2010 at 7:54 am
good stuff…
December 27th, 2010 at 11:35 pm
[…] https://thinkingouttabox.wordpress.com/2009/10/21/volkswagen-ads/ Possibly related posts: (automatically generated)No mountain too highVolkswagen, “Think Small”, Doyle Dane Bernbach, 1959 […]
March 6th, 2011 at 9:21 pm
[…] that he has taken credit for other peoples work. In 2008 the New York Times stated that the “Think Small” Volkswagen ad campaign wasn’t created by George Lois (with some credit going to Julian Koenig ). When I hear this I […]
March 7th, 2011 at 5:04 pm
[…] Contrastingly Bill Bernbach set aside from this, “But 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 ad 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.” Taken from – https://thinkingouttabox.wordpress.com/2009/10/21/volkswagen-ads/ […]
April 12th, 2011 at 3:20 am
[…] Think about the screen credits on your favorite movies. The biggest stars get top billing but don’t you tend to remember the “special guest appearance by You Know Who?” Kind of makes that person stand out. Similar with writing. So don’t be afraid to buck the trend to scream from the rooftop. Tone it down and whisper. Or in the words of a legendary ad campaign, “Think Small.” […]
May 3rd, 2011 at 8:07 am
Nice ads..
December 29th, 2011 at 8:52 pm
[…] https://thinkingouttabox.wordpress.com/2009/10/21/volkswagen-ads/ Share this:TwitterFacebookLike this:LikeBe the first to like this post. […]
December 29th, 2011 at 8:53 pm
[…] https://thinkingouttabox.wordpress.com/2009/10/21/volkswagen-ads/ Share this:TwitterFacebookLike this:LikeBe the first to like this post. […]
January 11th, 2012 at 2:56 am
Wow! What a hip idea at a time when there was absolutely no alternative. I think that VW had the right idea by making something new seem cool instead of lame.
January 16th, 2012 at 5:43 am
Has anyone seen the ads for the Scion iQ? There is a huge poster of one in downtown Portland and it appears to be a take off this campaign. The one I am referring to is a large poster on the side of a building with lots of white space and picture of the Scion iQ car. The tagline reads, “I am actual size”. It is pretty interesting and definitely attracts attention.
January 21st, 2012 at 6:22 am
The Scion iQ “I am actual size” ad campaign does appear to take its inspiration from Bernbach’s VW ads. Thanks for pointing that out.
February 7th, 2012 at 3:22 am
[…] down in my notebook earlier. One of those thoughts that I was especially excited to share was Volkswagen’s “Think Small” campaign launched by the agency Doyle Dane Bernbach. So cool! It was ballsy, and different, and above all, […]
April 23rd, 2012 at 7:42 am
very thnaks .. very nostalgic
May 22nd, 2012 at 9:20 am
[…] 1984, The Man in the Hathaway Shirt, Clairol’s Does she … or doesn’t she?, VW’s Think Small – none of them had their performance optimized. Brand advertising is about story telling, […]
May 27th, 2012 at 3:02 am
Indeed, Brand advertising is about story telling… and speaking to the target audience in a language only they understand.
October 24th, 2012 at 9:08 am
[…] En octubre de este año, se cumplen 30 del fallecimiento de William Bernbach, uno de los grandes creativos de la historia de la comunicación. El padre de conceptos que cambiaron la forma de ver las cosas, uno de los hombres que pusieron los cimientos de la publicidad actual y que escribió algunos de los anuncios más estudiados en las universidades de todo el mundo. Un hombre que cuando todos querían pensar en grande, él pensó “think small”. […]
January 5th, 2014 at 3:04 am
(Translated from Bing) In October of this year, 30 of the death of William Bernbach, one of the great creative in the history of communication are met. The father of concepts that changed the way of looking at things, one of the men that laid the foundations of the current advertising and who wrote some of the most studied ads in universities around the world. A man who when everyone wanted to think big, he thought “think small”.
July 6th, 2013 at 12:05 am
[…] nature and respect for customers. Bill Bernbach, whose work as a copywriter was characterized by simplicity, was credited as a major force behind the Creative Revolution of the 60′s 70′s and […]
January 3rd, 2014 at 8:26 am
[…] In 2 de studentie, am tot citit carti sau articole de specialitate si am intalnit frecvent, ca exemplu, campania de advertising “Think small”, realizata in anul 1959 de Helmuth Krone cu copy-uri scrise de Julian Koenig – ambii de la agentia Doyle Dane Bernbach (DDB) – pentru a promova pe piata din S.U.A nou-lansatul model al Volkswagen, Beetle. Campania era atat de spectaculoasa pentru ca avea un dublu scop. In primul rand, modificarea preferintelor americanilor pentru masinile puternice (asa-numitele muscle-cars), pentru ca apoi sa determine vanzarea VW Beetle, o masina mica si compacta. Provocarea era cu atat mai mare cu cat masina provenea din Germania Nazista, la doar 14 ani dupa terminarea celui de-al Doilea Razboi Mondial. Campania a cuprins o serie de print-uri de tipul celui de mai jos, cu masina mult micsorata, cu logo-ul Volkswagen foarte subtil plasat in partea de jos si cu mare accent pe partea de copy, in care erau prezentate beneficiile aduse de acest automobil. A fost prezentata ca o masina eco-friendly (in comparatie cu muscle-car-urile de atunci), cu 40 de ani inainte ca acest lucru sa devina un trend in publicitate. (Mai multe print-uri, aici) […]
January 5th, 2014 at 3:03 am
(Translated from Bing)…2 sophomore, I still read books or articles and I have met frequently, as an example, the advertising campaign “Think small”, created in 1959 by Helmuth Krone with copy-written by Julian Koenig-both from the Agency Doyle Dane Bernbach (DDB)-to promote the u.s. market’s newly launched model of the Volkswagen Beetle. The campaign was so spectacular that it had a dual purpose. First, change the Americans ‘ preferences for powerful cars (so called muscle-cars), and then to determine selling VW Beetle, a small and compact car. The challenge was even greater as the car came from Nazi Germany, just 14 years after the end of World War II. The campaign included a series of prints to the one below, with much reduced, with Volkswagen logo very subtly placed at the bottom and with great emphasis on the copy, which were presented to the benefits of this car. It was presented as an eco-friendly car (compared with muscle-car sites since then), with 40 years before this becomes a trend in advertising. (Several prints, here) […]