I have always been fascinated by Volkswagen advertising..especially advertising for the beetle in the 60s. Here was a small car among the giants (literally) from Detroit, a German car in post-war America, an oddity that looked more like an egg..yet soon it became one of the best loved cars in history to the point that it inspired a cult following and became a part of American folklore. VW's advertising was also unique because it stressed facts that most advertisers would consider negative..that it was basic, that it was small, that it had a funny shape, and that it was clearly an underdog..The magic of this classic ad campaign has been captured in a book for diehard fans like myself. You can also look at these ads on the website www.greatvwads.com
The Doyle Dane Bernabach agency was responsible for this campaign and whenever I look at these ads or for that matter any good idea I am reminded of a quote by Bill Bernbach himself. He said - Logic and overanalysis can kill a good idea. A good idea is like love, the more you analyze it, the faster it disappears. An apt remark I guess for marketers who want to live purely by numbers, historical data and such..but that I guess spurns another topic for another day.