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In 1959, Doyle Dane Bernbach, the New York advertising agency, was appointed to handle the Volkswagen account in the USA. The advertisements they produced throughout the sixties and early seventies changed the face of advertising, not just in America, but across the world.
This book was written by Alfredo Marcantonio, copywriter and one-time Advertising Manager of VWGB Ltd, John O’Driscoll, Art Director of many British Volkswagen ads, and David Abott, an ex-Creative and Managing Director of DDB’s London office.
Mandatory reading for Beetle lovers and those in advertising alike, this fully illustrated book charts the history of the VW Beetle campaign and brings you the most memorable ads that trace the history of the car.
This book is a story of the car and its advertising. In a unique way the two were indistinguishable – the charming, honest advertising became part of the charm and honesty of the car. If you ever owned a Beetle, if you’ve ever chuckled at a Volkswagen advertisement, or if you simply appreciate wit and style, you will enjoy this book. It’s the tale of an ugly duckling that became an office pin-up.
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My love of the Volkswagen campaign is easily explained but why is it so popular with everyone else? David, John O’Driscoll and I, first produced "Remember those great Volkswagen ads?" almost twenty years ago. Hardly a week has gone by without one of us receiving a request for a copy of it.
The creative revolution of the late fifties and early sixties produced many outstanding individual ads, even sets of ads, but this really was its first campaign, pre-dating Avis by three years or more.
The Art direction was unlike anything that had come before. It had a Bauhaus cleanliness about it. The square sharp Futura typeface was a perfect choice, it had the no-nonsense air of precision engineering. The simple, almost stark page layout visually undermined the pretentiousness of rival car ads. In Detroit size did matter, their car’s already lengthy bodies were further elongated in fanciful air brushed illustrations that had a ritzy residence or besotted blonde thrown in for good measure.
The copy also represented a radical change. Humanity replaced pomposity. The headlines would frequently ask a question rather than make a claim. They were witty and disarmingly honest. The copy agreed the Beetle was no oil painting, but boy, did it work. This artful admission of a disadvantage made the car’s advantages all the more believable. The ads were also an object lesson in single-mindedness. They set out to dramatise one truth about the product at a time, rather than parade an unwieldy list of them.
Perhaps the most impressive thing about Volkswagen is the fact that it is one of those rarest of advertising campaigns that actually becomes part of the appeal of the product itself. The Economist posters are another, more recent example. Ironically, Mr Abbott had a hand in that one too. --Alfredo MarcantonioAbout the Author:
Remember Those Great Volkswagen Ads? has been written and compiled by;
Alfredo Marcantonio, Copywriter and one-time Advertising Manager of VWGB Ltd.
John O'Driscoll, Art Director of many British Volkswagen ads.
David Abbott, and ex-Creative and Managing Director of DDB's London office.
"About this title" may belong to another edition of this title.
Book Description dakini books ltd, 2000. Hardcover. Condition: New. Never used!. Seller Inventory # P110953703215
Book Description dakini books ltd, 2000. Condition: New. book. Seller Inventory # M0953703215