This post was inspired by Mad Men, the show I’m currently binge-watching.
In this episode, Don Draper and his colleagues sit in his office discussing Volkswagen’s newest ad, “Lemon” that had successfully used mockery to sell a car. Draper feels insecure about the ad, as he looks at the ad and says, “I don’t know what I hate about it the most: the ad or the car.”
The print was the total opposite of the current trend, as in the 50’s, the main theme of cars was “bigger is better”.
“Lemon” ad copy starts: “This Volkswagen missed the boat. The chrome strip on the glove compartment is blemished, and must be replaced.”
It truly was surprising for Volkswagen to shy away from the current trend. Campaigning “Think Small” was quite risky, if not dangerous, strategy. But in the end, the ad worked pretty well and could be considered as one of the most revolutionary ads ever published.
Tying in to our class discussion about how the brand appeal to a specific demographic in the 60’s and 70’s (hippies):
I feel like Volkswagen have proven itself to be one ‘revolutionary’ brand. It have some rebellious sentiment and in a way, it connects to the hippies and the message they are trying to convey during the time. Aside from the practical reasons, it could be linked that the hippies want to represent and associate themselves with a brand that share the same rebellious act.
Journey – Don’t Stop Believing