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Volkswagen of America ads, 1960–66

Contributed by Nick Sherman on Aug 18th, 2012. Artwork published in .
    lemon.jpg
    Source: http://ateliertally.com License: All Rights Reserved.

    One of the most iconic and popular ad campaigns of all time – the subject of a new book, Think Small: The Story of the World’s Greatest Ad.

    From a 1968 interview with designer Helmut Krone:

    Krone: […] The only thing different about [the Volkswagen ad layout] was its application to cars—and that’s different enough. I took traditional layout A, which had always existed: 2/3 picture, 1/3 copy, three blocks with a headline in between. But I changed the picture. The picture was naked-looking, not full and lush. The other small change was the copy, which was sans serif rather than serif.

    Interviewer: And nobody’d ever done that before?

    Krone: Not with that layout, no. It was an editorial look, but with sans serif type.

    Interviewer: The look of the copy was very different. The use of “widows” which we spoke of once before.

    Krone: I actually cut those “widows” into the first Volkswagen ads with a razor blade and asked Julian Koenig to write that way. I deliberately kept the blocks from being solid, and when I felt that a sentence could be cut in half I suggested it just to make another paragraph.

    going.png
    Source: http://www.greatvwads.com License: All Rights Reserved.
    half.png
    Source: http://www.greatvwads.com License: All Rights Reserved.
    killthebug.png
    Source: http://www.greatvwads.com License: All Rights Reserved.
    spaceship.jpg
    Source: http://www.greatvwads.com License: All Rights Reserved.
    thinksmall.jpg
    Source: http://ateliertally.com License: All Rights Reserved.
    books (2).jpeg
    Source: http://books.google.com LIFE Magazine, Feb 8, 1960. License: All Rights Reserved.
    8636619147_63061532a7_o_d.jpg
    Source: https://www.flickr.com Scan by SenseiAlan. License: All Rights Reserved.

    Car and Driver, Aug 1961

    12069453396_0d3e87e447_o_d.jpg
    Source: https://www.flickr.com Scan by SenseiAlan. License: All Rights Reserved.

    Car And Driver, Mar 1962

    9363309130_dcf355ea78_k_d.jpg
    Source: https://www.flickr.com Scan by SenseiAlan. License: All Rights Reserved.

    Sports Car Illustrated, Nov 1960

    9255890960_53eafc50e2_h_d.jpg
    Source: https://www.flickr.com Scan by SenseiAlan. License: All Rights Reserved.

    Car and Driver, Nov 1961

    10607737034_6f4073a487_o_d.jpg
    Source: https://www.flickr.com Scan by SenseiAlan. License: All Rights Reserved.

    Car and Driver, Mar 1963

    10925773393_eedb5b8c68_o_d.jpg
    Source: https://www.flickr.com Scan by SenseiAlan. License: All Rights Reserved.

    Readers Digest, Mar 1966

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    3 Comments on “Volkswagen of America ads, 1960–66”

    1. Mar 18th, 2014  9:11 pm

      Dominik Imseng has written a book that includes an in-depth history of the “Think Small” ad, including many interviews.

    2. May 31st, 2015  12:45 pm

      Dustin Hoffman starred in a VW TV spot during this era:

    3. May 31st, 2015  2:32 pm

      Another book about this campaign, recommended by reader Joe Clark, is Remember Those Great Volkswagen Ads?.

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