This classic and iconic advertisement created by the advertising agency Doyle Dane Bernbach (DDB) for Volkswagen is often regarded as one of the most successful and influential advertisements of all time. It won numerous awards, including the prestigious Cannes Gold Lion in 1964, and it remains a classic example of successful advertising.
In an advertisement two things the matter the most. What the ad wants to communicate and how it is communicated. To communicate features you need not always be rational. This commercial communicates few attributes and benefits of the car without even talking about them in the ad.
Can you guess what attributes and benefits are communicated in this ad?
Easy Ignition, car gliding through the snow is wonderfully captured in the commercial. They didn’t bother to talk about technical mumbo jumbos of the product. They just asked a question:
Have you ever wondered how the man who drives the snowplow, drives to the snowplow? This one drives the VW. The beautifully creates the parallel between the snowplow and the car. And it is done.
This classic and iconic advertisement created by the advertising agency Doyle Dane Bernbach (DDB) for Volkswagen is often regarded as one of the most successful and influential advertisements of all time, even winning a prestigious Cannes Gold Lion in 1964. Why is it so iconic? Because it brilliantly conveys the car’s qualities without diving into technical details.
What does it communicate? Well, it showcases the car’s easy ignition and its ability to glide smoothly through snow. And it does all of this without uttering a word about the car’s technical specs.
Instead, it poses a simple question: “Have you ever wondered how the man who drives the snowplow gets to it?” The answer? He drives a VW. This cleverly draws a parallel between the snowplow and the car, and that’s all it takes to make the message stick.
0 Comments