Volkswagen Think Small Campaign

At a time when cars were a fashion statement and the VW beetle (having been so immensely tied up to Hitler and Nazi Germany during world war 2) was considered a slow, ugly some may even argue un-american car, Helmut Krone had a huge task on his hands for the DDB to create an advertising campaign to convince Americans to buy this car.

 Krone was very bold in his attempt to do this, as soon as you see the ad and how much white space there is surrounding the car it automatically draws your attention to it. Surely the person advertising this car would like to show you as much as possible and not a bunch of white space? Krone has already got you hooked with the visuals and your curiosity makes you want to read on. The advert continues with its bold and edgy angle by actually starting to mock its car saying how it is't streamlined like other fastbacks, nor will it go past 72mph. But once its got you reeled in it continues to tell you how it is not like other cars as unlike other cars you will not have to continuously stop at gas stations, tire stores or repair shops. This is where the user starts to feel like this is a car unlike any other and at a time where cars were a fashion statement by buying this car they to could be as audacious and edgy as the advert. The slogan behind the campaign "think small", works perfectly as it is encouraging Americans to stop going for the massive muscle cars that were seen so often in the 1960's, it created a trend for more smart and reliable cars rather than the gas guzzling speed monsters of the past. Krone played a key part in the VW Beetle becoming one of the most iconic cars in history as he changed the opinions of millions of Americans, from an ugly, slow car associated with Nazi Germany to one that was idolized by millions in America. Bernbach would of been a huge influence in his work as he was qouted saying “Rules are what the artist breaks; the memorable never emerged from a formula.” and this advert certainly did not emerge from a formula