The bug was catching
In 1953, sales of Volkswagen’s in the United States hovered at around 2,000 units. However, thanks to concentrated dealer and distributor advertising, this figure had jumped to 150,000 by 1958. The quirky bug-like car from Europe ruffled enough feathers in Detroit for Ford, General Motors and Chrysler to design their own versions of a compact car for America’s motorists.
The man from VW
To counter this change of direction by Detroit, Carl Hahn, President of Volkswagen America decided that the best form of defence was attack. For the first time in the US, Volkswagen would advertise directly to the American consumer. Hahn spent three months meeting with America’s ‘finest’ admen but their formula driven, introspective approach failed to impress the man from VW. A chance conversation with a distributor in New York led Hahn to a bunch of creatives who were ignoring the noise coming from Maddison Avenue.
When everyone else zigs, zag
Doyle, Dane, Bernbach (DDB), a New York based agency enjoyed a reputation for unusual, highly effective creative work for a portfolio of smallish, quirky clients. Whether intentionally or not DDB had become a champion for the underdog and were an instant hit with Hahn. It’s worth noting that unlike most other agencies Hahn approached, DDB didn’t produce speculative VW designs and instead relied on their portfolio. Which perhaps underlines a point relevant still today, that finding an agency in tune with your thinking is far more valuable than a series of speculative pitches.
Not just in print
“Have you ever wondered how the man who drives the snowplough drives to the snowplough?” Is the question set by DDB’s TV commercial for the Beetle. This insanely simple concept of a car driving through the snow to reach a snowplough became the benchmark for generations of creative and art directors.
The same humour written into a VW print ad was brought to life in further TV commercials, which ranged from game shows, a funeral and space travel to keeping up with the neighbours. Whatever the setting, the message was clear; you get more bang for your buck with a Volkswagen Beetle.
The acid test
Within 2 years of Ford, General Motors and Chrysler launching compact cars, sales of imported cars in the US had plummeted by nearly 50%. However, Carl Hahn’s belief that advertising could strengthen VW’s share was proved right as sales were increased by over 25%.
A beacon even today
There are perhaps a number of reasons why this work is still admired today, but chief amongst the roll call would be bravery. Watch or read any of the material generated by mainstream car brands today, bravery would not be a word that springs to mind. Rather like their cars, the majority of brands are happy to follow the same formulaic style, which offers nothing and speaks to nobody.
For creativity to thrive it takes bravery on all sides, the agency for sharing creative thoughts so different it scares them, the client for leaving their comfort zone in the quest for greater results. Daring to be different is surely what it’s all about. Bill Bernbach certainly thought so...
“The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly.”