The importance of this campaign is huge. This campaign completely changed the way the marketing was at that time. Not only did the campaign boost sales, it changed the way that many people thought about advertising. “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." The famous Volkswagen ad will always be remembered as the advertisement that went completely outside of the box, but still worked to boost sales.
This campaign was started for the Volkswagen Beetle because the Beetle was much smaller than normal cars. The company had to come up with something to sell the Beetle. They were scared that because it was so small and unusual, it would not sell. “DDB built a print campaign that focused on the Beetle's form, which was smaller than most of the cars being sold at the time. This unique focus in an automobile advertisement brought wide attention to the Beetle.” When going into this campaign the creators were not sure if it was going to succeed or fail. However, they were still very surprised by how much attention this campaign really got.
“It was shocking, to say the least, for an auto brand to call their car a lemon. What made the ad even more appealing than the shock value, was that the Bug was in fact (and still is) shaped like a lemon.” This ad was really trying to show that even though the Volkswagen Beetle was small on the outside, it was still big within all of its features. I think they did a very good job of showing that. The company really wanted to stand outside of the box with this ad. It was out of the ordinary, but it really worked out.
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