The Volkswagen Lemon ad campaign is probably one of the most famous ads of the twentieth century. It’s simplicity and duality are able to capture an audience with a wide range of reactions. The ad itself includes a black and white picture of a Volkswagen beetle with the word lemon and an article underneath. If you proceed to read the article, it goes on to talk about the blemishes within the car itself. The model the ad designers chose was not their newest, swankiest model they had, but rather an older car that seemed just fine. The ad points out, however, that the chrome strip on the glove compartment is blemished and must be replaced, something not noticed to the average consumer (http://www.powerwriting.com/vw-lemon-ad.html). Volkswagen inspector Karl Kroner noticed, allowing marketers to proclaim that their team is top notch, and filled with some of the most detail oriented men in the inspection business.
“The Volkswagen ad campaign was unlike any before it, ushering in an era of modern advertising that truly changed how advertising agencies accomplish their trade” (Lemon Coleman). The advertising agency Doyle Dane Bernbach is responsible for creating this ad and changing the advertising world as we know it. Because the ad itself is so simple, it allows consumers to focus on one thing and one thing only, and that is the car (Volkswagen Ad Campaign Was Far From A Lemon Ogden). Why else have an advertisement?
To me, the Volkswagen Lemon ad allowed the company to show its product in a very innovative way. DDB ushered in a new revolution to reach its desired market and increase sales substantially. At that time, Volkswagen became very popular with this ad to thank. The creators influenced other ads, changing the way to appeal to the common man. We can still see this technique used today which makes them remarkably timeless.
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