Book about legendary beetle campaign
Swiss advertising executive and journalist Dominik Imseng has written a new book about DDB's Volkswagen campaign.
It was not only its unique shape that made the VW Beetle an icon, but also a New York advertising agency: Doyle Dane Bernbach (DDB). Launched in 1959 and in use until the early 1970s, the campaign for the German small car is considered the most creative and effective ever. Despite a minimal budget, Hitler's car became the car of the hippies. And DDB didn't just advertise the VW Beetle. The agency also advertised good advertising.
Zurich-based copywriter and journalist Dominik Imseng, who addressed the topic in a book back in 2011 (Werbewoche.ch reported), spoke with many of the creative greats involved in the legendary ads and TV spots ("Think small," "Lemon," "Snow Plow," etc.): from Julian Koenig and Bob Levenson to Len Sirowitz and Bob Kuperman. He also had extensive conversations with Carl H. Hahn, then head of Volkswagen of America and client of the campaign.
The result of Imseng's research is now available: "Ugly Is Only Skin-Deep: The Story of the Ads That Changed the World," with a foreword by Carl H. Hahn and an introduction by Amir Kassaei, Chief Creative Officer of DDB Worldwide.
