DDB built a print campaign that focused on the Beetle's form, which was smaller than most of the cars being sold at the time. Krone teamed up with copywriter Julian Koenig to develop the "Think Small" and "Lemon" ads for Volkswagen under the supervision of William Bernbach.
Helmut Krone came up with the design for "Lemon" and "Think Small" simultaneously. Automobile advertisements back then focused on providing as much information as possible to the reader instead of persuading the reader to purchase a product, and the advertisements were typically rooted more in fantasy than in reality. The Beetle, a "compact, strange-looking automobile", was manufactured in a plant built by the Nazis in Wolfsburg, Germany, which was perceived to make it more challenging to sell the vehicle (since the car was designed in Nazi Germany). The campaign has been considered so successful that it "did much more than boost sales and build a lifetime of brand loyalty The ad, and the work of the ad agency behind it, changed the very nature of advertising-from the way it's created to what you see as a consumer today." Background įifteen years after World War II, the United States had become a world and consumer superpower and cars began to be built for growing families with Baby Boomer children and "Americans obsessed with muscle cars". Koenig was followed by many other writers during Krone's art-directorship of the first 100 ads of the campaign, most notably Bob Levenson. Doyle Dane Bernbach's Volkswagen Beetle campaign was ranked as the best advertising campaign of the twentieth century by Ad Age, in a survey of North American advertisements. The copy for Think Small was written by Julian Koenig at the Doyle Dane Bernbach (DDB) agency in 1959. Think Small was one of the most famous ads in the advertising campaign for the Volkswagen Beetle, art-directed by Helmut Krone. The most popular variant of the Think Small advertisement features a bare background, with only the VW Beetle in view to shift the reader's focus to the vehicle immediately. Advertisement for the Volkswagen Beetle Think Small Product typeĪdvertising campaign for Volkswagen Beetle
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