Volkswagen Lemon
The 1960’s was when creativity
really started being important to society. This all started with a man named
Doyle Dane Bernbach, the man who changed the way people saw advertising
forever. After knowing how WWII affected the U.S and that these cars were
manufactured in Wolfsburg, Germany Mr. Bernbach toke his chances. This ad campaign was very difficult for
Bernbach considering that the Volkswagen was Adolf Hitler’s preferable vehicle.
Not only because of WWII but because there were other automakers making bigger
cars for families that were getting bigger because of the baby boom.
Back in the day’s ads lacked a lot of
persuasion but then what Bernbach did with the VW ad campaign was that he made
it so that the consumer can feel emotion towards it and could relate and want
to buy it. Which really did work. He thought about the idea “Think Small” which
was a great comeback to the other competing companies making bigger vehicles.
In the ad it has a picture of a VW Beetle and the description says” The chrome
strip on the glove compartment was blemished and it had to be replaced.” This
is basically telling the buyers that they wouldn’t give them less than what
they paid for even though they might not even notice if anything is wrong with
the vehicle they would not sell it until it’s perfect. Mr. Bernbach also makes
it clear to the readers that there are father more employees working there then
cars so that they all get checked thoroughly before getting shipped off. They definitely got the attention of many people which makes this Ad so unforgettable and one of the greatest campaigns in 10 decades. This became such an impact in the 60’s that industry professionals call it the creative revolution. Everyone that is in advertising should know about this amazing historical change in the advertising industry.
