196:
138:. Because Volkswagen's advertising budget in 1960 was only $ 800,000, DDB’s bare-bones, black-and-white approach, coupled with a projected common theme of irreverence and humor, fit Wolfsburg's needs well. Each Volkswagen ad was designed to be so complete that it could stand alone as a viable advertisement, even without addressing all aspects of the automobile. Many of the ads deliberately highlighted, or made fun of the Volkswagen's perceived shortcomings and turned them into attributes.
780:
1639:
35:
118:, as an art director in 1954. Krone owned a Volkswagen before the agency pitched for the account. Krone, Bernbach and the first copywriter on the account, Julian Koenig, were impressed with the "honesty" of the car. Krone was an intellectual among art directors—seeking ways to lay out an ad campaign to stand-in for the product itself. He took the simple, straightforward layouts of agency principal
398:
222:
were technologically inferior to most of their key competitors, both in features and reliability, but owners consistently expressed an emotional connection to the VW brand. After launch of the campaign the word took off, crossing over into popular culture where it was widely parodied, including by late night hosts like
221:
driving a
Volkswagen car. The word was coined by Urs Baur, a young Swiss art director, working at DDB Needham at the time, in response to Chairman Emeritus DBB Worldwide Keith Reinhard's search for a word to express the unique feeling one would experience driving a Volkswagen. Volkswagens at the time
234:, who created the popular "Fukengrüven" bumper sticker. The campaign was widely credited as a turnaround for Volkswagen sales in the US, and it saved the account for DDB Needham before this historic agency-client relationship finally came to an end a few years later.
141:
Taken as a sign of the campaign's runaway success, research by the Starch
Company showed that these Volkswagen advertisements had higher reader scores than editorial pieces in many publications, noting that Volkswagen advertisements often did not even include a
170:
Following the success of "Think Small", the advertisement titled "Lemon" left a lasting legacy in
America—use of the word "Lemon" to describe poor quality cars. The "Lemon" campaign introduced a famous tagline, "We pluck the lemons, you get the plums."
126:
and adapted them for
Volkswagen. Krone's repeated use of black-and-white, largely unretouched photographs for Volkswagen (as opposed to the embellished illustrations used traditionally by competing agencies), coupled with Bob Gage's bold work for
197:
110:
Bernbach's artistic approach to print advertising was innovative, and he understood that advertising did not sell products. The strategy was to keep customers by creating and nurturing them as
150:. (Krone did not believe in logos, and there is some evidence that their inclusion followed a disagreement with the client.) The Volkswagen series of advertisements (which included the 1959 "
343:
114:, rather than attempting to attract the attention of those who were uninterested in the product. Bernbach's team of "agency creatives" was headed by Bob Gage, who hired
249:(compound noun) created especially for this advertising campaign. One of the tag lines incorporating the word was: "Fahrvergnügen: It's what makes a car a Volkswagen".
56:
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131:, spawned consistently witty and unique print ads that met DDB's goal of making a stark departure from existing advertisement techniques.
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The corporate headquarters and factory that produced
Volkswagens was located in
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344:"Top 10 Best American Advertising Campaigns of the 20th Century15Aug08"
227:
210:
104:
77:
430:
Beetlemania: The Story of the Car That
Captured the Hearts of Millions
246:
97:
1430:
1425:
313:. Cambridge, UK: Cambridge Enchorial Press. pp. 45–102, 252.
1604:
1574:
34:
1609:
143:
567:
245:, "enjoyment"). The term itself is not standard German but a
92:, along with colleagues, Ned Doyle and Maxwell Dane, formed
446:
308:
273:
147:
76:
Throughout its history, the German automotive company
154:" ad) were voted the No. 1 campaign of all time in
448:
511:Think small: The story of the world's greatest ad
455:. Sparkford, England: J. H. Haynes & Co Ltd.
107:ad campaigns of the 1950s, as well as the 1960s.
1655:
474:. Lincolnwood: Publications International, Ltd.
447:Reichert, Nikolaus; Hans Joachim Klersy (1987).
237:"Fahrvergnügen" means "driving enjoyment" (from
399:"FAHRVERGNUGEN / Volkswagen's concept strategy"
370:"TOP 100 ADVERTISING CAMPAIGNS OF THE CENTURY"
553:
539:
1243:GTI Roadster/Supersport Vision Gran Turismo
546:
532:
495:Marcantonio, Alfredo & David Abbott.
279:
469:
80:has applied myriad advertising methods.
59:of all important aspects of the article.
499:London: Booth-Clibborn Editions, 1993.
396:
306:
14:
1656:
497:"Remember those great Volkswagen ads?"
427:
55:Please consider expanding the lead to
527:
188:
103:that would create the revolutionary
28:
595:
24:
489:
432:. New York: Smithmark Publishers.
397:Warhola, Debbie (23 August 1991).
25:
1680:
451:VW Beetle: An Illustrated History
1638:
1637:
778:
174:
33:
658:Virtus / Polo Sedan / Lavida XR
47:may be too short to adequately
1238:EDAG Biwak (New Beetle estate)
580:Volkswagen Commercial Vehicles
390:
376:
362:
336:
327:
300:
291:
57:provide an accessible overview
13:
1:
190:[ˈfaːɐ̯fɛɐ̯ˌɡnyːɡn̩]
7:
1484:Discontinued diesel engines
1462:Discontinued petrol engines
696:T-Cross / Tacqua / Tharu XR
252:
10:
1685:
1383:W12 Coupe/Roadster (Nardò)
230:, and by followers of the
165:The Century of Advertising
83:
1633:
1557:
1509:
1449:
1401:
1146:
894:
796:
787:
776:
748:
666:
586:
564:
513:. Full Stop Press, 2011.
470:Robinson, Graham (1996).
954:Citi Golf (South Africa)
403:Colorado Springs Gazette
1228:Cross Coupe GTE concept
307:Challis, Clive (2005).
146:and had a very subdued
1664:Volkswagen advertising
1565:List of passenger cars
1491:North American engines
1353:T-Cross Breeze Concept
1158:1-Litre/L1/XL1 Concept
1044:Passat (North America)
831:Country Buggy/Sakbayan
310:Helmut Krone. The book
280:References and sources
1669:Advertising campaigns
1600:Deutsche Arbeitsfront
1585:AutoMuseum Volkswagen
428:McLeod, Kate (1999).
186:German pronunciation:
472:Volkswagen Chronicle
1534:Transparent Factory
1363:T-Prime Concept GTE
881:Type 147 (Fridolin)
841:Hebmüller Cabriolet
628:Jetta/Sagitar/Vento
386:. 17 December 2008.
297:Robinson 1996, p.72
226:, in cartoons like
94:Doyle Dane Bernbach
1338:Phaeton D2 Concept
1328:New Beetle Ragster
1283:I.D. Space Vizzion
816:1500/1600 (Type 3)
350:on 13 October 2008
333:McLeod 1999, p. 32
264:Lemon (automobile)
241:, "to drive," and
136:Wolfsburg, Germany
101:advertising agency
1651:
1650:
1570:Emissions scandal
1496:Air-cooled engine
1333:New Compact Coupé
1223:CrossBlue Concept
1208:Concept BlueSport
1142:
1141:
949:Citi Golf (China)
774:
773:
519:978-3-033-02852-4
509:Imseng, Dominik.
384:"Break the rules"
124:Ogilvy and Mather
112:brand ambassadors
74:
73:
16:(Redirected from
1676:
1641:
1640:
1625:Westfalia Camper
1393:e-Beetle Concept
1388:XL Sport Concept
1318:Microbus Concept
1163:Alltrack Concept
1129:Voyage/Gol Sedan
1124:Vento/Polo Sedan
851:Kommandeurswagen
811:411/412 (Type 4)
794:
793:
782:
593:
592:
572:Volkswagen Group
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346:. Archived from
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217:that included a
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90:William Bernbach
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1378:Touran HyMotion
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821:Beetle (Type 1)
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490:Further reading
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224:David Letterman
213:in a 1990 U.S.
209:slogan used by
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185:
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160:
157:Advertising Age
86:
70:
64:
61:
54:
42:This article's
38:
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11:
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1479:Diesel engines
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1457:Petrol engines
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1390:
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1375:
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1368:Taigun Concept
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1305:
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1109:Suran/SpaceFox
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1004:Golf Sportsvan
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676:Atlas/Teramont
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648:Passat (China)
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643:Passat/Magotan
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51:the key points
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1376:
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1373:Tarok Concept
1371:
1369:
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1361:
1359:
1358:T-Roc Concept
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1196:
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1191:
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1188:Bulli Concept
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1069:Polo (Russia)
1067:
1065:
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1039:Passat Lingyu
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405:. pp. G1
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181:Fahrvergnügen
175:Fahrvergnügen
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18:Fahrvergnügen
1620:Volkswagen R
1595:Ehra-Lessien
1579:
1539:Westmoreland
1441:Race Touareg
861:Schwimmwagen
846:Karmann Ghia
788:Discontinued
575:
510:
496:
471:
450:
429:
407:. Retrieved
402:
392:
378:
364:
352:. Retrieved
348:the original
338:
329:
309:
302:
293:
242:
238:
236:
219:stick figure
180:
179:
178:
169:
164:
155:
140:
133:
120:David Ogilvy
116:Helmut Krone
111:
109:
87:
75:
62:
46:
44:lead section
26:
1580:Advertising
1529:Chattanooga
1501:Wasserboxer
1436:Meyers Manx
1421:Formula Vee
1403:Racing cars
1343:SMV Concept
1323:Milano Taxi
1288:ID. Vizzion
1278:I.D. Roomzz
1193:C Coupe GTE
896:Watercooled
710:Taigo/Nivus
409:28 February
269:Think Small
215:ad campaign
207:advertising
152:Think Small
96:(DDB), the
1658:Categories
1590:BlueMotion
1524:Bratislava
1519:Autoeuropa
1472:VR6 engine
1411:Polo R WRC
1268:I.D. Crozz
1258:I.D. Buggy
1178:Bio Runner
1104:SpaceCross
1064:Polo Playa
1029:New Beetle
856:Kübelwagen
720:Taos/Tharu
669:Crossovers
555:Volkswagen
285:References
228:Doonesbury
211:Volkswagen
105:Volkswagen
78:Volkswagen
1615:Platforms
1544:Wolfsburg
1511:Factories
1467:G40 / G60
1263:I.D. Buzz
1218:Concept R
1213:Concept D
1203:Concept A
1173:Auto 2000
999:Golf Plus
934:Cabriolet
798:Aircooled
603:Arteon/CC
372:. Ad Age.
247:neologism
243:Vergnügen
205:) was an
129:Ohrbach's
98:Manhattan
88:In 1949,
49:summarize
1643:Category
1431:Baja Bug
1426:EMPI Imp
1313:Magellan
1298:ID. Aero
1293:ID. Life
1233:EcoRacer
1150:vehicles
1094:Scirocco
914:Atlantic
876:Type 18A
826:Brasília
790:vehicles
756:ID. Buzz
725:Tavendor
589:vehicles
576:See also
354:13 April
253:See also
65:May 2021
1605:G-Lader
1575:4Motion
1558:Related
1549:Zwickau
1450:Engines
1348:Stanley
1303:ID.Next
1253:ID.2all
1148:Concept
1089:Santana
1074:Quantum
1059:Pointer
1054:Phideon
1049:Phaeton
964:Corrado
959:Clásico
871:SP1/SP2
766:Viloran
740:Touareg
715:Talagon
633:Lamando
587:Current
570:of the
422:Sources
259:Changes
163:s 1999
84:History
1610:Herbie
1416:I.D. R
1273:I.D. R
1183:BUDD-e
1099:Sharan
1084:Routan
1079:Rabbit
1034:Parati
974:Dasher
969:Corsar
944:Caribe
929:Cabrio
924:C-Trek
919:Beetle
909:Apollo
761:Touran
735:Tiguan
730:Tayron
700:Taigun
638:Lavida
568:marque
517:
503:
478:
459:
436:
317:
239:fahren
199:listen
144:slogan
1198:Chico
1019:Logus
1009:Iltis
979:Derby
939:Carat
866:Senda
836:Gacel
705:T-Roc
667:SUVs/
161:'
1308:Iroc
1168:ARVW
1114:Taro
1024:Lupo
904:Ameo
749:MPVs
691:ID.6
686:ID.5
681:ID.4
653:Polo
623:ID.7
618:ID.3
613:Golf
608:Bora
596:Cars
515:ISBN
501:ISBN
476:ISBN
457:ISBN
434:ISBN
411:2010
356:2012
315:ISBN
274:VDub
148:logo
1248:GX3
1134:XL1
1014:K70
994:Gol
989:Fox
984:Eos
806:181
193:) (
122:of
1660::
1119:Up
698:/
578::
566:A
401:.
167:.
547:e
540:t
533:v
484:.
465:.
442:.
413:.
358:.
323:.
184:(
67:)
63:(
53:.
20:)
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