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 The advert is provided on the next page Questions  What do you think of the Print advert? What has been the message strategy?  What has been the communication objective of this advert?

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Ans1 Think small was one of the famous campaigns its was so successful its just the best cam... View the full answer