Throughout its history, the German automotive company Volkswagen has applied a myriad of advertising methods.
History
In 1949, William Bernbach, along with colleagues, Ned Doyle and Maxwell Dane, formed Doyle Dane Bernbach, the Manhattanadvertising agency that would create the revolutionary Volkswagen ad campaigns of the 1950s and 1960s. Bernbach's artistic approach to print advertising was innovative, and he understood that advertising did not sell products. The strategy was to keep customers by creating and nurturing them as brand ambassadors, rather than attempting to attract the attention of those who were uninterested in the product. Bernbach's team of "agency creatives" was headed by Bob Gage, who hired Helmut Krone, as an art director in 1954. Krone owned a Volkswagen before the agency pitched for the account. Krone, Bernbach and the first copywriter on the account, Julian Koenig, were impressed with the "honesty" of the car. Krone was an intellectual among art directors—seeking ways to lay out an ad campaign to stand-in for the product itself. He took the simple, straightforward layouts of agency principal David Ogilvy of Ogilvy and Mather and adapted them for Volkswagen. Krone's repeated use of black-and-white, largely unretouched photographs for Volkswagen, coupled with Bob Gage's bold work for Ohrbach's, spawned consistently witty and unique print ads that met DDB's goal of making a stark departure from existing advertisement techniques. The corporate headquarters and factory that produced Volkswagens was located in Wolfsburg, Germany. Because Volkswagen's advertising budget in 1960 was only $800,000, DDB’s bare-bones, black-and-white approach, coupled with a projected common theme of irreverence and humor, fit Wolfsburg's needs well. Each Volkswagen ad was designed to be so complete that it could stand alone as a viable advertisement, even without addressing all aspects of the automobile. Taken as a sign of the campaign's runaway success, research by the Starch Company showed that these Volkswagen advertisements had higher reader scores than editorial pieces in many publications, noting that Volkswagen advertisements often did not even include a slogan and had a very subdued logo. The Volkswagen series of advertisements were voted the No. 1 campaign of all time in Advertising Ages 1999 The Century of Advertising. Following the success of "Think Small", the advertisement titled "Lemon" left a lasting legacy in America—use of the word "Lemon" to describe poor quality cars. "Lemon" campaign introduced a famous tagline "We pluck the lemons, you get the plums."
Fahrvergnügen
Fahrvergnügen was an advertising slogan used by the German automobile manufacturer Volkswagen in a 1990 U.S. ad campaign that included a stick figure driving a Volkswagen car. "Fahrvergnügen" means "driving enjoyment". The term itself is not standard German but a neologism created especially for this advertising campaign. One of the tag lines incorporating the word was: "Fahrvergnügen: It's what makes a car a Volkswagen".
In episode 3, Season 1 of Mad Men, "Marriage of Figaro", Don Draper and his associates discuss the "Lemon" advertisement at the beginning of the day. Draper is not amused at the ad but nevertheless concedes that it has retained their attention despite appearing in a copy of Playboy. Roger Sterling, his associate, scoffs. Sterling acknowledges the role Volkswagen will play in Germany's new industrialization initiative. In season 17, episode 7 of Top Gear, hosts Jeremy Clarkson and James May were tasked with creating a commercial for Volkswagen's new Scirocco diesel in the style of Volkswagen's advertising. The hosts created numerous ads, including a remake of the famous Volkswagen "The Man" commercial. However, none of them were approved by the Volkswagen ad men because of the ads featuring explosions, gore, and speed.
