VW Lemon ”Think Small” Ad
1)“All of us who professionally use the mass media are the
shapers of society. We can vulgarize that society. We can brutalize it. Or we
can help lift it onto a higher level,”
A)
2)Recent memories of the Holocaust created a major challenge
for the brand.
Initially, DDB were unenthusiastic about the
opportunity. George Lois of DDB was
quoted as saying : “We have to sell a Nazi car in a Jewish town”
A)
3)Looking back at the context of that time, it appeared
ludicruous. Why? Simply because Doyle Dane Bernbach (DDB) essentially took a
German car originally created for Adolph Hitler (the Volkswagen Beetle) and
sold it to post-war Americans through radically styled advertisements.
