Volkswagen is one heck of a successful company. They have V-Dub clubs all across the world. That’s actually surprising if you think about it: VWs are everywhere on the road. They are a common car that has a loyal fan base. Usually car clubs are reserved for rare cars like Porsche or old muscle cars. Not everyday vehicles.
So how did it all start? Well yes with the Nazi’s, but let’s focus on when it came to America. The challenge posed to DDB with VW was that this is a German car with WW2 still fresh in the minds of their audience.
The ads merge both strategy and creativity into the core benefits of buying a VW Beetle: durability and affordability. Before ads were more like sales pitches that got old quick and gave no one a reason to listen, unless of course they were actually in the market to buy. What amazes me is that this concept is still new to most companies. People don’t buy into things easily: you have to pay them in entertainment. By paying them in entertainment you can address what ever it is you want to say. I could easily list several examples here in every medium, but I’d rather not put that on my blog. Instead I’ll show what I mean with a great example.
If all advertising was like this then people would pay attention to it more. Saying that people actively avoid advertising is a lie. YouTube is loaded with ads that get thousands of views. The Superbowl is a great example of people (who don’t care for the game) wanting to watch commercials. Creative advertising grounded in strategy works. That fact is shown both in award shows around the world and in sales.
The most important thing is that above having a good strategy, creative idea and the entertainment factor all rolled up into one ad, it has to relate to the target. This is why I love copywriting. That puzzle that must be solved for each an every ad. Of all commercials here is my favorite.