In 1959, Doyle Dane Bernbach, the New York advertising agency, was appointed to handle the Volkswagen account in the USA. The advertisements they produced throughout the sixties and early seventies changed the face of advertising, not just in America, but across the world.
This book was written by Alfredo Marcantonio, copywriter and one-time Advertising Manager of VWGB Ltd, John O’Driscoll, Art Director of many British Volkswagen ads, and David Abott, an ex-Creative and Managing Director of DDB’s London office.
Mandatory reading for Beetle lovers and those in advertising alike, this fully illustrated book charts the history of the VW Beetle campaign and brings you the most memorable ads that trace the history of the car.
This book is a story of the car and its advertising. In a unique way the two were indistinguishable – the charming, honest advertising became part of the charm and honesty of the car. If you ever owned a Beetle, if you’ve ever chuckled at a Volkswagen advertisement, or if you simply appreciate wit and style, you will enjoy this book. It’s the tale of an ugly duckling that became an office pin-up.
My love of the Volkswagen campaign is easily explained but why is it so popular with everyone else? David, John O’Driscoll and I, first produced "Remember those great Volkswagen ads?" almost twenty years ago. Hardly a week has gone by without one of us receiving a request for a copy of it.
The creative revolution of the late fifties and early sixties produced many outstanding individual ads, even sets of ads, but this really was its first campaign, pre-dating Avis by three years or more.
The Art direction was unlike anything that had come before. It had a Bauhaus cleanliness about it. The square sharp Futura typeface was a perfect choice, it had the no-nonsense air of precision engineering. The simple, almost stark page layout visually undermined the pretentiousness of rival car ads. In Detroit size did matter, their car’s already lengthy bodies were further elongated in fanciful air brushed illustrations that had a ritzy residence or besotted blonde thrown in for good measure.
The copy also represented a radical change. Humanity replaced pomposity. The headlines would frequently ask a question rather than make a claim. They were witty and disarmingly honest. The copy agreed the Beetle was no oil painting, but boy, did it work. This artful admission of a disadvantage made the car’s advantages all the more believable. The ads were also an object lesson in single-mindedness. They set out to dramatise one truth about the product at a time, rather than parade an unwieldy list of them.
Perhaps the most impressive thing about Volkswagen is the fact that it is one of those rarest of advertising campaigns that actually becomes part of the appeal of the product itself. The Economist posters are another, more recent example. Ironically, Mr Abbott had a hand in that one too. --Alfredo MarcantonioAbout the Author:
Remember Those Great Volkswagen Ads? has been written and compiled by;
Alfredo Marcantonio, Copywriter and one-time Advertising Manager of VWGB Ltd.
John O'Driscoll, Art Director of many British Volkswagen ads.
David Abbott, and ex-Creative and Managing Director of DDB's London office.
Descrizione libro dakini books ltd, 2000. Condizione libro: Very Good. 3rd. Ships from the UK. Great condition for a used book! Minimal wear. Codice libro della libreria GRP95870214
Descrizione libro dakini books ltd, 2000. Hardcover. Condizione libro: Good. Used book with normal wear and tear and may contain writing. Stock photo may be different from actual book cover. Please feel free to contact us for additional photos or details about this item. International Customers: Items over 3 lbs may incur additional shipping charges. Codice libro della libreria mon0000554301
Descrizione libro Enterprise Millenium International, 2000. Hardcover. Condizione libro: Very Good. VG condition book with dust jacket. DJ is clean, has fresh colours and has little wear to edges. Book has clean and bright contents. Codice libro della libreria 9999-9992031513
Descrizione libro dakini books ltd, London, 2000. Hardcover. Condizione libro: Very Good. 224 p. Audience: General/trade; Professional and scholarly. 0953703215 Very good in very good dust jacket. Signed by author. Signed and inscribed by Alfredo Marcantonio. Codice libro della libreria Alibris.0003607
Descrizione libro Condizione libro: Good. Remember Those Great Volkswagen Ads?. Codice libro della libreria Amz4837713