The 1960 Volkswagen Beetle ad that changed everything, you might be wondering what I’m talking about well let me explain. Volkswagen created an ad showing a 1960 VW beetle titling the ad or car rather as a lemon. This sounds like a dumb way to advertise, but to Volkswagen they saw the opportunity to use a negative word to capture people’s attention and cause them to stop and look at the magazine ad. When you stop to look at the ad and then start to read you find that Volkswagen explains to the reader how they inspect every car and what detail they put into producing a top quality product. I think that it was a brilliant way to advertise and see how it can be an effective why bring people in and interest them in their product.
"VW's approach is an education for anyone who makes or approves advertising. What's remarkable is that messaging created in 1963 has the power to convince you you're in the right dealership today. Can you imagine the work you're approving now supporting your brand in 2055? Just think of amortizing the cost of an ad over all those years." ("Pure Gold for Marketers" http://www.adweek.com/aw/content_display/community/columns/other-columns/e3ib1f5c256ca1b29dde7444e7d8ef8bdd2)
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