Campaigns · Global · 1959
Volkswagen: Think Small
A tiny Beetle in a sea of white space changed advertising.
By Maer Media editorial teamPublished 4 October 20263 min readDDBCampaigns · Branding
- Brand
- Volkswagen
- Market
- Global
- Year
- 1959
- Category
- Campaigns
- Agency or team
- DDB
- Channels
The context
In 1950s America, big cars dominated, and a small German car was a hard sell.
Small cars were unfashionable.
The move
DDB ran ads with a small photo of the Beetle, lots of white space and honest, self-deprecating copy that celebrated its small size.
How it was executed
- Used generous white space.
- Wrote honest copy.
- Embraced self-deprecation.
A tiny Beetle in a sea of white space changed advertising.
What happened Reported facts
Ad Age ranked “Think Small” the best ad campaign of the 20th century, and the Beetle became a cultural icon in the US.
Why it worked Maer’s analysis
It was distinctive and honest at the same time.
What to take from it Maer’s analysis
- 01White space is a message.
- 02Honest copy builds trust.
- 03Celebrate what makes you different.
Indian brands can win with honesty and simplicity.
Where Maer applies this
The same thinking runs through these brand templates:
Sources: Ad Age (1999). Figures are as publicly reported; Maer Media was not involved in this work and is not affiliated with Volkswagen.
The Maer Media editorial team studies how brands are built, from positioning and packaging to launches and growth. Figures in each case study come from the public sources listed above; the analysis and the India notes are our own. More about Maer
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