Volkswagen, How the “Think Small” Campaign Went Big
March 20, 1959
Back in the 50s and 60s, cars were not just a way to get the kids to school. They were fashion statements, morale boosters and muscles on wheels. Originally built to be fast, big and stylish, cars were a way to earn bragging rights with peers. Volkswagen’s “Think Small” campaign changed all of that. The Volkswagen Beetle was a small, slow and ugly foreign car whose development was tied to Adolf Hitler. At the time, American car buyers were infatuated with stylish vehicles made in Detroit.
Head of Volkswagen, Carl Hahn, enlisted in Doyle Dane Bernbach (DDB), a worldwide advertising agency, to promote the Beetle to the American public. Recognized by Advertising Age as being the greatest advertisement of all time, DDB built a print campaign that focused on the small size of the car, rather than the traditional association of cars with luxury. This focus brought attention to Volkswagen, showing its simplicity.
The advertisements were filled mostly with white space, with a small image of the Beetle driving through. The text and fine print was listed at the bottle of the advertisement, detailing the advantages of owing a Volkswagen. The “Think Small” campaign drew the viewer’s eye to the Beetle with its honestly and simplicity.