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Remember those great Volkswagen ads?

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In 1949, William Bernbach, along with colleagues, Ned Doyle and Maxwell Dane, formed Doyle Dane Bernbach (DDB) Bernbach’s artistic approach to print advertising was innovative, and he understood that advertising didn’t sell products. The strategy was to keep customers by creating and nurturing them as brand ambassadors, rather than attempting to attract the attention of those who were uninterested in the product.

 

Bernbach’s artistic approach to print advertising was innovative, and he understood that advertising didn’t sell products.

Bernbach’s team of “agency creatives” was headed by Bob Gage, who hired Helmut Krone, as an art director in 1954. Krone owned a Volkswagen before the agency pitched for the account. Krone, Bernbach and the first copywriter on the account, Julian Koenig, were impressed with the “honesty” of the car. Krone was an intellectual among art directors – seeking ways to lay out an ad campaign to stand-in for the product itself.

He took the simple, straightforward layouts of agency principal David Ogilvy of Ogilvy and Mather and adapted them for Volkswagen. Krone’s repeated use of black-and-white, largely unretouched photographs for Volkswagen, (as opposed to the embellished illustrations used traditionally by competing agencies), coupled with Bob Gage’s bold work for Ohrbach’s, spawned consistently witty and unique print ads that met DDB’s goal of making a stark departure from existing advertisement techniques.

The corporate headquarters and factory that produced Volkswagens was located in Wolfsburg, Germany. Because Volkswagen’s advertising budget in 1960 was only $800,000, DDB’s bare-bones, black-and-white approach, coupled with a projected common theme of irreverence and humor, fit Wolfsburg’s needs well. Each Volkswagen ad was designed to be so complete that it could stand alone as a viable advertisement, even without addressing all aspects of the automobile.

Taken as a sign of the campaign’s runaway success, research by the Starch Company showed that these Volkswagen advertisements had higher reader scores than editorial pieces in many publications, noting that Volkswagen advertisements often didn’t even include a slogan and had a very subdued logo. (Krone didn’t believe in logos, and there is some evidence that their inclusion followed a disagreement with the client.) The Volkswagen series of advertisements (which included the 1959 Think Small ad) were voted the No. 1 campaign of all time in Advertising Age’s 1999 The Century of Advertising.

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Comments (17)

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Moreover, he was not very attached to one thing, and the honor he had was literally lacking in himself. So, Elyasion Gadiel did not expect that he would be in Baris for so many years. He was truly a loyal man. I regret not bringing him in with...

Moreover, he was not very attached to one thing, and the honor he had was literally lacking in himself. So, Elyasion Gadiel did not expect that he would be in Baris for so many years. He was truly a loyal man. I regret not bringing him in with Ludrat all day yesterday.

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did. Thanks to this, I was very angry with Hagent, and I almost threw him away... "Hahaha... It's good! It's good!! Yeah! I'm going to go see this guy soon...!" Gadiel stood up from his seat holding the blue shining crystal ball. El Yasion...

did. Thanks to this, I was very angry with Hagent, and I almost threw him away... "Hahaha... It's good! It's good!! Yeah! I'm going to go see this guy soon...!" Gadiel stood up from his seat holding the blue shining crystal ball. El Yasion Gadiel's heart had all the bitterness gone.

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Oh, and to those who encouraged me on the bulletin board... Thank you.^^; And also to those who wrote [??] in the serial column...^^; In the new year, I used to say 'Happy', but when I saw the posts on the bulletin board, I thought, 'Somehow, at...

Oh, and to those who encouraged me on the bulletin board... Thank you.^^; And also to those who wrote [??] in the serial column...^^; In the new year, I used to say 'Happy', but when I saw the posts on the bulletin board, I thought, 'Somehow, at this moment... I feel blessed...'. haha..^^; ...when I read the article in the cereal column

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Just, 'Wow! I heard you pointed out!' I thought. But that part is not very sensitive right now... (I think the statute of limitations has passed... haha...^^;) Rather, I breathed a sigh of relief. Thank you for saying that the parts in the dramas...

Just, 'Wow! I heard you pointed out!' I thought. But that part is not very sensitive right now... (I think the statute of limitations has passed... haha...^^;) Rather, I breathed a sigh of relief. Thank you for saying that the parts in the dramas and poems were fun...^^ If the royals part wasn't good, I'd say it's not fun.

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"Like this." Sina opened her hand, clenched her fist, and closed her eyes. "Because I'm nervous." I'm happy like I'm in a pink cloud, but... Sina often thought while reading the phrase. Pink clouds... Even if it's pink, clouds are clouds. That's...

"Like this." Sina opened her hand, clenched her fist, and closed her eyes. "Because I'm nervous." I'm happy like I'm in a pink cloud, but... Sina often thought while reading the phrase. Pink clouds... Even if it's pink, clouds are clouds. That's why lovers in the novel shed so much tears. Clouds can spray raindrops.

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Cold and cold raindrops. It will be even sadder because they are raindrops from pink clouds. It will fall cold on the skin like this silver pearl necklace. And people's criticism toward the two who don't get along at all is even colder. Sina...

Cold and cold raindrops. It will be even sadder because they are raindrops from pink clouds. It will fall cold on the skin like this silver pearl necklace. And people's criticism toward the two who don't get along at all is even colder. Sina laughed helplessly. "Okay." I'm sure it is. I was criticized as a subordinate of Loudrat.'

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It's "Pionionion"... You can see what people will say. Sina fiddled with the pearl necklace. The cold silver necklace fluttered in the middle of the pink clouds and encouraged Sina's thoughts. "I know. The fact that you have to go back doesn't...

It's "Pionionion"... You can see what people will say. Sina fiddled with the pearl necklace. The cold silver necklace fluttered in the middle of the pink clouds and encouraged Sina's thoughts. "I know. The fact that you have to go back doesn't change at all.' People should live in their own world. But unexpectedly,

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For nyanghan paioni of meeting you ...Cena is his loving thought black eyes.May be over, I ', but he was just after a while.And then you forget ...But until very disappointed, angry right now might pay.It is human emotion is box can't I?' Nellie...

For nyanghan paioni of meeting you ...Cena is his loving thought black eyes.May be over, I ', but he was just after a while.And then you forget ...But until very disappointed, angry right now might pay.It is human emotion is box can't I?' Nellie is the question.The girl, okay?I like sinyago?I think you.

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The woman is your opponent and kiss them on his forehead said.The man is, sister, blonde, blonde, too, he said."Amasa, health looks good." "Dobby, Ithran and brother came so my brother?" "The two are injured and ..." "injury?!" " Id is so is a...

The woman is your opponent and kiss them on his forehead said.The man is, sister, blonde, blonde, too, he said."Amasa, health looks good." "Dobby, Ithran and brother came so my brother?" "The two are injured and ..." "injury?!" " Id is so is a bit of the statue got stuck, but were, Dobby a still a sense of real space cadet.Because I'm busy.

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"But I found out something totally unexpected, so maybe this isn't too bad," Genton said cold. Amasa said, getting on the wagon with the help of Genton. "What an unexpected fact?"" Genton laughed as he sat on the wagon chair. "The palace is noisy...

"But I found out something totally unexpected, so maybe this isn't too bad," Genton said cold. Amasa said, getting on the wagon with the help of Genton. "What an unexpected fact?"" Genton laughed as he sat on the wagon chair. "The palace is noisy right now." "The one who does it instead." The name... Where did you find it?

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