“In the 50s & 60s, cars were fashion statements, testosterone boosters, muscles on wheels.”
The Volkswagen Beetle was a small, slow, ugly, foreign car that the folks at DDB turned into an iconic piece of American pride. Keep in mind, this wasn’t just any foreign car either. This was a post-WWII German car, “the people’s car,” a Nazi car whose development was tied to Adolf Hitler himself. If you asked me to sell this vehicle to a country still bitter about a war that threatened their most core ideals, I would’ve thought you were nuts. How in the world did they pull it off?
The answer is mind-bogglingly amazing from a marketing perspective: they were honest, boldly so. To see what I mean, consider the copy in the ad below: