No trumpets, no dancers, no psychedelic silliness. It didn't even make TV. Just an unattractive little car against an unadorned background. With tongue-in-cheek copy that urged readers to 'Think small.'
Unpretentious, but it sure sold a lot of Volkswagen Beetles a generation or so ago. And Advertising Age named 'Think small' the best advertising campaign of the century by any company - including Coca-Cola, McDonald's and everybody else. The Top 100 included many automotive gems: Ned Jordan's lyrical 'Somewhere west of Laramie,' Cadillac's somber 'The penalty of leadership' and Dinah Shore's sprightly 'See the U.S.A. in your Chevrolet.' Saturn, BMW, Volvo and Isuzu were recognized, too.
We salute them, and we thank our sister publication for a pleasant trip down advertising's memory lane.