Week1 EOC: Volkswagen Lemon

The famous Volkswagen Lemon advertising campaign was the first of its' kind to begin the advertising movement for companies. The Volkswagen Beetle was considered an ugly and small vehicle compared to other models sold in the 50's and 60's. Cars were sold as statement, fashion pieces, and mood boosters; where the Beetle was the total opposite. 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. In the ad, the concept was honesty. Cars were advertised as products to promote an easier lifestyle; like having a huge truck could provide more "leg-room." The Beetle was advertised as the vehicle that wasn't huge, but easy to maneuver. 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. The whole concept behind "Think Small," was to provide the consumer with the idea that "less is more." In their ad, they also highlighted the importance of their frequent inspections to reassure the buyer that their desired vehicle had no "screw ups." The ad goes on to describe the rigorous inspection process; one out of fifty does not pass for something as simple as a scratch on the windshield. “This preoccupation with detail means the VW lasts longer and requires less maintenance, by and large, than other cars.” Concluding with a memorable tag line “We pluck the lemons; you get the plums,” it gives the reader a first impression that Volkswagen is calling their own car a lemon, while intriguing them to read further to see that it is really about the rigorous inspection process that Volkswagens go through.

http://www.writingfordesigners.com/?p=1731

http://designshack.net/articles/graphics/the-greatest-print-campaigns-of-all-time-volkswagen-think-small/

http://www.howstuffworks.com/1960-1969-volkswagen-beetle4.htm