One of the most famous and changing ad campaigns of the 20th century is the Volkswagen ad “Think Small”. In the nineteen sixties most of the cars that were out on the market were big beautiful, futuristic and looking cars. Today my generation calls them boats because of their size. All the American cars in the 60’s used a lot of gas because of their eight cylinder engines. “Volkswagen hired the Doyle Dane Bernbach ad agency to create a campaign that would introduce the Beetle to the U.S. market in 1960. Now consider the marketing situation."( http://www.bizjournals.com/sanjose/stories/1999/11/22/smallb7.html) And what Volkswagen did that was so differerent then what the American automotive did is that they did not have ads that where fantasy. The German made car company made ads that where a lot more personal. They spoke to the average Joe. They were ugly yet different and they used that to their advantage within the marketing.
