Think Small (advertising campaign)

Think Small

The Bernbach Volkswagen ad campaign, also known as the "Think Small" campaign, was a groundbreaking and highly influential advertising campaign created by the advertising agency Doyle Dane Bernbach (DDB) in the 1960s. This campaign played a significant role in shaping the advertising industry and establishing Volkswagen as an iconic brand.

At the time, American car manufacturers focused on promoting larger, more powerful vehicles, while foreign cars, including Volkswagen, were seen as small, underpowered, and unconventional. DDB recognized the need for a different approach to marketing the Volkswagen Beetle, a compact car imported from Germany.

The campaign's central idea was to embrace and celebrate the small size of the Volkswagen Beetle rather than trying to hide or downplay it. The advertisements featured minimalist layouts with predominantly white backgrounds and simple, uncluttered images of the car. The tagline "Think Small" was prominently displayed, challenging the traditional notions of American car advertising.

The ads were witty, clever, and often used self-deprecating humor. They portrayed the Beetle as an honest, reliable, and efficient car, appealing to a new generation of consumers seeking practicality and affordability. The campaign positioned the Beetle as an antidote to the excesses of the American car industry, emphasizing its simplicity, fuel efficiency, and unique design.

One of the most memorable ads from the campaign featured a full-page image of a Volkswagen Beetle against a white background, with a small block of text above it that simply said, "Lemon." This ad highlighted Volkswagen's commitment to quality control by showcasing a minor defect in one of their cars, which they had identified and rectified. This approach was unheard of in the industry and established Volkswagen as a brand that prioritized honesty and transparency.

The Bernbach Volkswagen ad campaign was a resounding success. It challenged the conventional advertising strategies of the time and redefined how cars were marketed. By embracing the car's small size and focusing on its unique attributes, DDB managed to turn a perceived weakness into a powerful selling point. The campaign not only increased Volkswagen's sales but also elevated the brand's image, setting a new standard for creative and effective advertising.

Examples

Lemon
…one suggestion
The only water…
No point…
Last one to conk out…
Air-cooled people
How to make a '54…
…$1.26 a pound
2 Volkswagens…

Examples

Further reading