1960's VW Advertising
Think Small: How Volkswagen’s 1960s Ads Changed Advertising Forever
If you ask any collector, car guy, or pop culture buff to name the most famous ad campaign of all time, there’s a good chance one brand comes straight to mind – the early 60’s VW ad campaign..
Back in the late 1950s and early 1960s, selling a small, unusual, air-cooled German car to the American public seemed like an uphill battle. Detroit was pumping out massive, ill-handling, chrome-drenched land yachts with giant tailfins and gas guzzling V8s – and people loved it. Meanwhile, along comes the VW Beetle—compact, round, modest – but recognizable.
The first VW’s were brought in by Hoffman Motor Company in New York. Then a New York ad agency called Doyle Dane Bernbach (DDB) noticed the VW and everything changed.
No one could make the Beetle something it wasn't, so DDB did something revolutionary: they actually told the truth about the VW, wrapped it in self-deprecating humor, and created a visual style so iconic that people are still collecting those print ads sixty years later.
The Birth of "Think Small"
In 1959, DDB launched the campaign with an ad that featured a massive expanse of blank white page with a tiny photo of a Beetle tucked up in the top corner. The headline read simply: "Think Small."
In an era where car ads were full of colorful, hand-painted artwork featuring glamourous families standing beside giant sedans, the VW ads were stark, simple, and mostly in black and white.
They didn't waste space with flashy backgrounds. The car just sat right there on the page - forcing you to stop, look, and read. It was a complete contrast to everything else in Life, Look, or The Saturday Evening Post, and it immediately grabbed readers' attention – and affection.
Poking Fun at Their Own Cars (And Why It Worked)
What really made the VW campaign a masterpiece was its humor. The ads were witty, clever, and completely down to earth. Instead of bragging about horse power or luxury, Volkswagen poked fun at its own limitations:
"Lemon." One of their most famous headlines appeared under a photo of a Beetle that looked completely flawless. The body copy explained that a factory inspector named Kurt Kroner rejected the car because of a tiny chrome trim flaw you couldn't even see. It turned a potential negative into a statement about quality control – something the American manufacturers were reluctant to talk about.
"Ugly is only skin-deep." They openly acknowledged the car’s unusual shape, reminding buyers that underneath the quirky body was a reliable, economical machine that allegedly wouldn't rust out or leave you stranded.
"It's about the size of it." They highlighted how easy it was to park, how cheap it was to insure, and how you didn't need anti-freeze because the engine was air-cooled.
By being honest about what the car wasn't, Volkswagen built incredible curiosity and trust with buyers. People respected a company that didn't take itself too seriously.
Putting VW on the American Map
Before DDB took over the account, Volkswagen was a niche brand in the United States. But as the campaign rolled on through the 1960s, the Beetle—and eventually the VW Station Wagon (the Bus - became a cultural phenomena.
The ads didn't just sell cars; they gave Volkswagen a personality. Driving a Beetle became a statement. It showed you were sensible, smart with your money, and had a sense of humor.
The campaign ran for years, expanding into iconic spots for the VW Bus (like the famous "What to give your kids when they're big enough to leave home" ad) and the sporty Karmann Ghia ("It's slow, but it's pretty").
It wasn't just car enthusiasts paying attention, either. People who had zero interest in mechanics or auto specs found themselves flipping through magazines just to read the latest Volkswagen ad.
Why Collectors Love 1960s VW Ads Today
Decades after the last print ad from that golden era ran, 1960s VW ads remain one of the most sought-after categories in vintage paper collecting.
Here’s why they are so collectible:
Instant Recognition: You don't need to be a car collector to appreciate them. The clean minimalist design looks fantastic framed in a home, office, or garage.
Massive Variety: DDB produced hundreds of different headlines and variations over the years, making it a fun, endless hunt for collectors.
Cross-Genre Appeal: They appeal to VW restorers, vintage graphic design fans, advertising historians, and mid-century décor enthusiasts alike.
Whether you're a die-hard air-cooled VW fan or just appreciate classic American advertising history, holding an original print ad from this era means holding a piece of the campaign that changed marketing forever.
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