AdAge ranks the 1960’s Volkswagen Beetle campaign No.1 in the list of ‘Top 100 Advertising campaigns‘. Many regard it as the ‘Campaign of the century’. Starting with the iconic ‘Lemon’ ad, DDB has done a wonderful job – the advertising for the brand went a long way in creating the halo around Volkswagen Beetle. Even with the launch of the New Beetle (Arnold Communications created the ‘Drivers Wanted’ campaign), the magic was captured in the advertising.
As part of the huge splurge in India, Volkswagen Beetle ads are all over the place. The proposition ‘curves are back’ seems to be a reference to the iconic shape of the car. The press ad says that gorging on a cheese cake won’t make you feel guilty because ‘curves are back’.
The TVC, on air now, was shot with an international crew. What did you think of the TVC?
I think the best comments about these ads would be to revisit the classic work on this brand. The proposition has changed over time (e.g. ‘fun on the outside, serious inside’ in the UK to ‘Drivers Wanted’) depending on the market scenario.