The 1959 Volkswagen campaign used the headline “Think Small” to advertise the Beetle in the United States. Doyle Dane Bernbach created the campaign, which is widely regarded as a landmark in modern advertising.
At a time when many American car advertisements emphasized size, power, chrome, and status, the Volkswagen work openly acknowledged the Beetle’s small dimensions. Sparse layouts, plain black-and-white imagery, and witty copy made the car’s unusual design part of its appeal instead of hiding it.
The campaign changed advertising by showing that honesty, understatement, and distinctive art direction could sell a product. It also helped establish the Beetle as a cultural symbol in the United States. “Lemon,” another famous Volkswagen advertisement from the same campaign era, focused on quality control rather than serving as the campaign’s main headline.