The Volkswagen Lemon advertisement created by Doyle Dane Bernbach ad agency remains the number one advertisement of the century simply because of its brutal honesty. During that era of time “small” was not the type of vehicle that consumers wanted. This ad introduced the Beetle to America without exaggeration, fantasy, and even color. This black and white grainy advertisement changed the world of advertising from then on by proving its effectiveness in a market of competitors that produced larger cars suitable for the state of families during the 1960s, while this vehicle, though ugly and small became one of the most popular cars to be sold in that era. The Volkswagen Lemon connected with the consumer on emotional levels reminding them of a funeral.
“Imagine a funeral procession as the voice of the deceased bequeaths his fortune. To each, from his wife and sons to business partners who were wasteful with money, he leaves nothing.
But to the tearful young man in a Volkswagen Beetle at the end of the line, he says: "To my nephew, Harold, who ofttimes said `A penny saved is a penny earned ... and it sure pays to own a Volkswagen' ... I leave my entire fortune of a hundred billion dollars."
-bizjournals.com
America could relate easily to the ad because of its simplicity and sturdiness, consumers were surprised at Volkswagen’s idea of a what a lemon was and was all the more drawn to this tiny vehicle. Thinking small led to one of the most famous advertisements ever created. Less is more.
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