Posted by
Julian Gratton
September 28th, 2009
This week’s book in reception: Remember those great Volkswagen ads?
by Julian Gratton
When I was studying Advertising I aspired to write an ad as good as one of the classic Volkswagen Ads created by the creatives at Doyle Dane Bernbach (DDB). Starting with Art Director Helmut Krone and Copywriter Julian Koenig, together with Creative Director Bill Bernbach… DDB changed the face of car advertising.
Instead of fancy photography, mansions, sexy models and heavy retouching… they used an advertising style that utilised realistic photographs of the car together with copy that talked to the reader as if it were a close friend and was self-deprecating rather than self-congratulatory. This approach meant that Volkswagen was seen as the first car company to offer a friendly straightforwardness and disarming honesty.
