The Volkswagen Beetle And Advertising

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by Doyle Dane Bernbach, and a generally regarded as classics. These ads have been cited by scholars as changing the face of advertising in their approach and orientation (Takaki, 2). The advertisements injected bits of skeptical honesty into their message. This was a refreshing departure from the grandiose car hawking of the sixties. The ads treated viewers as intelligent adults who have a sense of humor and are able to see through the manipulative clutter (Takaki, 2). Some people may even say that the VW ads of the sixties were slick due to their lack of slickness.
The fact that these advertisements were so different from everything else on the market at that time really helped make a name for the VW Bug. Bob Kuperman who worked as an art director on the old VW ads believes that these advertisements were very different from anything people had seen before. "Part of what we accomplished was establishing a much more simple, humane way to talk to people, " Kuperman ...

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around the product as a star. The ads always centered on the actual car as the main graphic and they always had a specific product benefit claim. It was always done in an involving and entertaining way. This type of advertising obviously worked, Volkswagen sold 423,000 Beetles in its peak year (Naughton, 5).
The original Volkswagen Beetle was definitely one of the biggest-selling and most-loved cars in American history and the advertising campaign that sold them is also considered one of our countries finest. Which, of course, puts a lot of pressure on the new VW Beetle campaign to do well. The Volkswagen account is no longer being handled by Doyle Dane Bernbach, it is now in the ...

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