"Think Small" is one of the most famous and influential advertising campaigns in the history of Volkswagen. It was created in the 1960s by the advertising agency Doyle Dane Bernbach (DDB) and played a pivotal role in reshaping the way automobiles were marketed. Here's an overview of the campaign:

Background: In the 1950s and early 1960s, American car advertising primarily focused on promoting big, powerful, and extravagant cars. Volkswagen, a German automaker, was looking to establish a presence in the American market with its small, compact, and economical cars. The challenge was to change the perception of small cars, which were often associated with cheapness and inferiority.

Concept: The "Think Small" campaign took a completely different approach. Instead of emphasizing the size and power of the car, it embraced the compactness and simplicity of the Volkswagen Beetle. The campaign featured minimalist black-and-white print advertisements with small images of the Beetle and clever, often humorous, copywriting.

Humor and Honesty: The campaign's copy was known for its honesty and self-deprecating humor. It acknowledged the small size of the car and even made jokes about it. For example, one ad stated, "Lemon. Do you suppose it floats?" This honesty and humor resonated with consumers and stood out from the typical exaggerated claims made in car advertising.

Counter-Culture Appeal: At the time, the "Think Small" campaign also resonated with the emerging counterculture movement and the values of simplicity, anti-materialism, and authenticity. The Beetle became a symbol of rebellion against the excesses of American consumer culture.

Impact: "Think Small" was a massive success. It not only helped Volkswagen establish a strong foothold in the American market but also revolutionized advertising. The campaign demonstrated that authenticity, humor, and a focus on product features could be more effective than traditional salesmanship and exaggeration. It influenced a shift in advertising toward more honest and relatable messaging.

Legacy: The "Think Small" campaign is often studied in marketing and advertising classes and is considered a classic example of how a well-executed and unconventional campaign can have a lasting impact. Volkswagen's Beetle became an iconic car in the United States, and the campaign remains a testament to the power of innovative marketing.

In summary, Volkswagen's "Think Small" campaign was groundbreaking for its time and continues to be celebrated as a seminal moment in the history of advertising. It challenged conventional advertising practices and successfully changed consumer perceptions of small cars.