Game-changing ads
With so many great advertising campaigns over the years, we asked Mark Tutsell, chairman of Leo Burnett Worldwide and of the CLIO Awards, and Mary Warlick, executive producer of the ad documentary "Art & Copy" to help us pick a few favorites.
"Think Small" - 1962
Company: Volkswagen
Ad agency: DDB
Way before oil reached $147.27 per barrel, Volkswagen encouraged drivers to "Think Small." These 1960s ads by Doyle Dane Bernbach had the challenge of selling a compact, strange-looking automobile to Americans obsessed with muscle cars, which reflected the country's new superpower status.
DDB created this "Think Small" print ad in 1962 with simplicity in mind, contradicting the traditional association of automobiles with luxury. By filling the page mainly with white space, there was an emphasis on the undersized Beetle and the fine print that appeared at the bottom, which introduced consumers to the advantages of having a small car.
NEXT: "Spicy Meatball" - 1969
