Dominik Imseng: Small book written about big ad
There are books about a single painting or a single designer chair. Dominik Imseng has now written the first book about a single ad: "Think small" for the VW Beetle, created in 1959 and, according to "Advertising Age," the best ad of all time.
"'Think small' is the Mona Lisa of advertising," says advertiser and journalist Dominik Imseng. "Everyone knows the ad, but little is known about it. How exactly did 'Think small' come about? How did it happen that the Jewish agency Doyle Dane Bernbach, of all people, advertised Hitler's Volkswagen? How did Bill Bernbach, who didn't get into advertising until he was 30, revolutionize an industry in such a short time?" For his book, Imseng conducted extensive interviews with creative legends Julian Koenig, Bob Levenson, George Lois and Alex Bogusky, according to the release. And last but not least, he interviewed the client of the legendary ad: Carl Hahn, then head of Volkswagen USA.
Dominik Imseng: "Think small. The story of the world's greatest ad" (Full Stop Press). Design: Bruce Roberts. 160 p., b/w, 40 images, thread-stitched. 25.95 francs.
