Volkswagen’s thought big to make ‘em Think Small.

If I asked you right now what kind of car you'd want parked in your building, you'd probably say sleek, fast, luxurious—all the classics, right? Turns out, people in the 1950s were not that different. So much for evolution!

In a time when everyone was chasing the extravagant, when cars were fashion statements, testosterone spikers, muscles on wheels, DDB and Volkswagen released The Beetle. A compact, strange-looking automobile, produced in a factory built by the Nazis in Wolfsburg.

A small car when everyone is chasing big? And produced by the Nazis 15 years after World War II? What in the world were they thinking? Definitely not small!

So, what happened? Truth happened.

They set up the "dream car"—fast, flashy, and luxurious—and then completely flipped the script. Why? Because the VW wasn’t that at all, and that’s where the magic happened. It wasn’t fast, which meant it wasn’t a gas guzzler or a high-maintenance diva. Suddenly, slow didn’t sound so bad. The VW wasn’t trying to be the coolest car on the block—it was the smartest.

Visually, they went bold by keeping things quiet. Instead of over-the-top lifestyle shots, the VW was a tiny black dot in a sea of white, paired with the headline, “Think Small.” It was the ultimate understatement, but somehow made a huge impact. That empty space pulled your eyes straight to the car, forcing you to see it differently—not as an awkward foreign import, but as something with style, personality, and maybe, just maybe, a little edge.
The ad didn’t just sell a car, it sold a new way of thinking—and that’s what made it unforgettable.

The Wheels it Worked on

Realism:

While other car ads were all about flash and big promises, VW kept it real. The Beetle wasn’t about luxury; it was practical, reliable, and low maintenance. By ditching the hype and sticking to the facts, VW showed that simplicity and honesty build trust—and sometimes, that’s all you need.

Minimalism:

Loud, flashy ads? Not VW’s race. A simple Beetle on a blank background, and boom—instant attention. Sometimes, less really is more, and VW proved that being understated can make the biggest statement.

Pragmatism:

VW really chose the path less chosen (Frost is proud). Instead of trying to outshine bigger cars, they turned the Beetle’s quirks into selling points—like easy parking and less maintenance. Smart move, right?

The Creative Revolution:

Not only was this ad a game-changer, but it also sent shockwaves through the advertising world! The Think Small campaign kicked off a new marketing era that went beyond just pushing products—it was all about selling a lifestyle. As Mathew brilliantly puts it, “Beetle ownership allowed you to show off that you didn’t need to show off.” Talk about a refreshing twist from the usual flashy claims of the time!

It was a wake-up call for the advertising industry; one that dialled up on understanding human nature, respecting the consumer, and unleashing creativity. Their motto? “Let’s stop talking at people and start having conversations that lead to action and mutual benefit.”

It’s such an inspiring example of how designers and marketers can shape the mindset of an entire generation. Good design has the power to change the world, and we just can’t get enough of it!