Of the many ads he worked on in the
1960s, George Lois says Volkswagen was among the top. The line “Think small”
was created by his partner Julian Koenig, and from there, “the ad took on a
life of its own.” l http://www.thedailybeast.com/videos/2012/03/18/think-small-volkswagen-ad-a-favorite.html
“Julian Koenig, who is widely
regarded as one of the 20th century’s most innovative advertising writers — a
creative force behind an array of memorable campaigns, including for the
original Volkswagen Beetle and the enduring environmental brand Earth Day.”
http://www.nytimes.com/2014/06/18/business/julian-koenig-who-sold-americans-on-beetles-and-earth-day-dies-at-93.html
He believed in the
campaign and knew the power it has and it could have in the world. To make people think different and outside
the box. He was definitely right. It made people think very much so. “The campaign for a much
anticipated revival, which Volkswagen A. G. is calling the New Beetle, pulls
off the tricky task of answering with a resounding ''yes'' a question posed in
a coming ad: ''Is it possible to go backwards and forwards at the same time?'' http://www.nytimes.com/1998/03/13/business/media-business-advertising-volkswagen-arnold-communications-pitch-beetle-with.html?module=Search&mabReward=relbias%3Aw%2C{%222%22%3A%22RI%3A12%22}
I believe the ad thought people to be more practical, and a
little scratch on a perfectly non-defected car should not change the perception
of one’s view. Julian Keonig changed how
America thought and still thinks today, I believe it changed how people view
things. Such as, if you have a car that
has a small scratch or a miner defect on something should not make someone go
out and get a new one. The words “Think
small” framed the movement lead by Julian.
It was thought to be the smartest and clever phrases, especially in those
days with limited resources. The ads
were vital in altering a tiny, tiny car into a symbol of freedom and nonconformity,
and therefore changing the way Americans buy automobiles. Nowadays advertisers are looking for
something that will stick to people for decades to come. To transform a whole generation just by
creating an ad to make people think differently.
