Last week we attended the Des Moines Art Festival, named one of the best in the nation, and walked into American Dream Machines a vintage car restoration and sales business that was lucky enough to be on the edge of the festival. (Go ahead and click through, you are in for a treat!)
Tucked inside was this vintage VW sitting in their photo booth. I had to snap a picture. Look familiar?
Whoever thought this up knew about what Ad Age called the best advertising campaign of the 20th Century the 1959 Volkswagen print effort. The art was directed by Helmut Krone and the copy for "Think Small" was written by Julian Koenig who worked for the Doyle Dane Bernbach (DDB) agency.
Why? Because it is so central to the theme that "Less is More" when it comes to advertising. Even in 1959 they realized the impact had to come from the visual and not, so much, the wording.
People simply don't want to be reading loads of copy or hearing ads full of wording or watching TV commercials that are so complicated it takes thought.
Keeping it simple works. Just a reminder when you are planning your next campaign.
Thanks for reading!