Volkswagen, of course, has its own special place in advertising history. Two separate agencies…

Volkswagen,
of course, has its own special place in advertising history. Two separate
agencies defined themselves, and advertising as a whole, in two different
decades working for VW. In the 1960s it was Doyle Dane Bernbach, which created
the headlines “Think Small” and “Lemon,” pioneering the use of self-deprecating
humor and wit to sell cars. “It was the first time ever that people talked
about ads at cocktail parties and at work,” says Andrew Langer, vice chairman
of Lowe & Partners Worldwide, who worked at DDB then. In the 1990s, VW and
Boston’s Arnold Fortuna Lawner & Cabot,
»

Volkswagen,
of course, has its own special place in advertising history. Two separate
agencies defined themselves, and advertising as a whole, in two different
decades working for VW. In the 1960s it was Doyle Dane Bernbach, which created
the headlines “Think Small” and “Lemon,” pioneering the use of self-deprecating
humor and wit to sell cars. “It was the first time ever that people talked
about ads at cocktail parties and at work,” says Andrew Langer, vice chairman
of Lowe & Partners Worldwide, who worked at DDB then. In the 1990s, VW and
Boston’s Arnold Fortuna Lawner & Cabot, before it was Arnold Worldwide,
ignited a new genre of storytelling mixed with independent rock music: the “Da
Da Da” ad, playing the German song of the same title while two slackers drove
around town in their Golf. “It fits your life,” went the ad’s voiceover, “or
your complete lack thereof.” Now it’s Crispin’s turn to make history—or
humiliate itself trying—by taking on America’s favorite advertising account for
yet another comeback.

»

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