EOC Week 1: VW Lemon

In the early 60s Europe hold the quality standard when talking about the vehicle industry. German engineering was known for their high motors performance and did a great campaign “The ad featured a black and white photo of the Volkswagen Beetle with the word “Lemon” in bold san serif font… that proclaims that this particular car was rejected… because of a blemish on the chrome piece of the glove box. The ad goes on to describe the rigorous inspection process…” (http://www.writingfordesigners.com/?p=1731)

The advertising campaign was a great hit in America the aim of creating something different was later seen as a very important mark in the history of advertising. “Volkswagen changed the course of advertising in 1962 with the “Lemon” ad. The DDB ad agency pioneered the collaboration of the art director and the copywriter to create an ad with humor. The ads were constructed to create a disconnected juxtaposition between the image and the words that created humor for the discerning viewer.”(http://designhistorylab.com/?p=1755)

”In order to introduce the Beetle to the U.S. market, Volkswagen hired Doyle Dane Bernbach (DDB) ad agency. The advertising campaign for Volkswagen Beetle, created by DDB, perfectly positioned the product and won the hearts and minds of the masses.” (http://www.syl.com/bc/advertisingcampaignforvolkswagenbeetletheno1advertisingcampaignofthecentury.html)

This was well accepted by the American viewer and was also consider as landmark well stablish by DDB in the advertising field also the era also known as “..Creative Revolution. “ As mention the two more recognize images that were posted on the different media was the pictures of the Volkswagen vichles with the titles of: "Think Small," and "Lemon," and other self-deprecating headlines presented the Beetle in an offbeat manner and afforded an opportunity to make things right with honest, explanatory body copy.” (http://www.designhistory.org/advertising_fall_08.html) After that the whole industry change, making advertising companies think and generate bigger and better ideas allowing the current race of originality.