Think Small

Common card · No. 267769

Think Small is an American advertising campaign developed by the Doyle Dane Bernbach (DDB) agency for the Volkswagen Beetle in 1959. The original ad copy was written by Julian Koenig, who was followed by many other copywriters under art director Helmut Krone for the first 100 ads of the campaign, most notably Bob Levenson. In a survey of North American advertisements, the VW "Think Small" campaign was named the best advertising campaign of the 20th century by Advertising Age in 1999. The campaign has been considered so successful that it "did much more than boost sales and build a lifetime of brand loyalty [...] The ad, and the work of the ad agency behind it, changed the very nature of advertising—from the way it's created to what you see as a consumer today."

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