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Lemon
Volkswagen · 1960
- Agency
- Doyle Dane Bernbach
- Campaign
- Think Small
Analysis
A plain Beetle photograph sits above the word Lemon. The copy explains why inspectors rejected the car for a small defect.
“Lemon.”
negative headlinequality proofrestrained layout
Why it worked
The apparent criticism creates a reason to read. The inspection story converts that criticism into evidence of care.
Lesson
Use an apparent negative to introduce specific proof of quality.
Image source
© Volkswagen. Shown for study and commentary.
Not affiliated with or endorsed by Volkswagen.