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| Volkswagen AD |
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Volkswagen Beetle advertising seldom took itself seriously a nice link to a car that
invited pranks like this in which college students pack a 1965 Bug.2007
Publications International, Ltd
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| Doyle Dane Bernbach |
The Lemon
Also known as the Volkswagen Beetle. It was introduced by ad company name Doyle Dane Bernbach, New York ad
agency, in 1960. In a time when car manufactures were making bigger cars for
the baby boomers growing families. To most people the car was an eye sore, small,
and ugly. A car made in Wolfsburg Germany which was Nazi territory. How does
Doyle Dane Bernbach introduce the car to the American consumer?
“Think-Small,” the ad reads above a simple
description of the car and a small picture of the car sitting far away. Another one was titled, “Live below your
means.” There one ad that stood out then the rest “Lemon.” The car was rejected
by an inspector named Wolfsburg because one blemished chrome strip on the dash.
Doyle Dane Bernbach uses the negative response and runs with it. How does the
American react to the car and the ads?
American consumers fell in love
with the ads and apparently the car because it sold. The honesty brought smiles to their faces. The
ads were honest something not really seen in advertising back then. “In ad
after ad, year after year, the Volkswagen Beetle ad campaign conveyed its
message of frugality and sensibility with clarity and emotion the ad world had
never seen before.” (Mike Ogden, Silicon Valley Business Journal) Mike
Ogden states the reason this ads were so successful was because they connected
with the consumers on an emotional level.
Even though the car was made in
Germany most people didn't care or even had any idea. The car was more popular
with the younger crowd. “Volkswagen was a way to reject to show rejection of
what they saw as the materialism of older generations.” (Auto Editors of
Consumer Guide) It also helped that the car was cheap and an easy fix. Madison
Avenue ad agency began to follow the idea of Doyle Dan Bernbach. Using honesty
and simplicity in their ads.
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