Print ad
Think Small
Volkswagen · 1959
- Agency
- Doyle Dane Bernbach
- Campaign
- Think Small
Analysis
A small Beetle sits in a large empty field above plain sales copy. The layout makes the car's size the central argument.
“Think small.”
White spaceSelf-deprecation
Why it worked
The small photograph makes the headline true before the reader reads it. Practical copy turns an apparent disadvantage into economy and ease of ownership.
Lesson
Use the layout itself to express the product's main benefit.
Image source
© Volkswagen. Shown for study and commentary.
Not affiliated with or endorsed by Volkswagen.