Volkswagen: "Think Small" (1959)
In 1959, art director Helmut Krone and copywriter Julian Koenig came up with this "less is more" message geared toward car buyers. Like the VW Beetle, the ads were simple and uncluttered, featuring photos of the car against a plain background. Can you sell a car with a headline that reads "Lemon"? Sure! In the ad, Volkswagen was pointing out that the car in the photo didn't make it off the assembly line because one of the many inspectors found a blemish. "We pluck the lemons; you get the plums," was the slogan.
Our list of memorable ad campaigns continues on the next page with a fast-food giant.