Advertising in the 1950s was mainly focused on the return of traditional family values ​​and the representation of the role of the consumer in the prestige of the company. But during the recession of 1959 to 1961, the time for innovation in the advertising industry was ripe. Oddly enough, a single ad appeared that changed the course of advertising history. The Volkswagen Beetle, a seemingly ugly car that had everything against it in the American market for huge tailfin vehicles of the 1950s, prospered surprisingly. The ad campaign broke all previous rules regarding the use of wide-angle photography and beautiful women. These ads won the hearts of Americans with their wit and honesty. Doyle Dane Bernbach’s (DDB) Volkswagen “Think Small” campaign did more than drive sales and build brand recognition; The advertising campaign of the 1960s marked the start of a creative revolution in the advertising industry, from the "big idea" to what consumers saw in 2013. Smiling faces, beautiful women and the " made” American were the typical elements of advertisements of this decade. DDB's first "big idea" behind the campaign was no different; The main goal was to make the Volkswagen more American by shooting Suzy Parker standing next to a Volkswagen. It was only after visiting the production line and observing the step-by-step production of the Volkswagen that DDB struck gold with an innovative new “big idea”. What struck the American advertising team most during this visit was the incredible quality control at the German factory. So they opted for “an honest car promoted with honesty”. The campaign was built on selling a single benefit of the car in each ad. which was created. There was a consistent theme between each ad: the image...... middle of paper ...... each Volkswagen ad brought humor and truth to automobile advertising.ReferencesBendinger, Bruce. The Copy Workshop Workbook, 4th ed. (Chicago: Copy Workshop, 2009). 21, 49, 334. Berkman, Herald W. and Gilson, Christopher. Advertising: concepts and strategies, 2nd ed. (New York: Random House, 1987). 244.Goodrum, Charles and Dalrymple, Helen, Advertising in America: The First 200 Years. (New York: Harry N. Abrams, Inc., Publishers, 1990). 37.Nelson, Walter E. Small Wonder: The Incredible History of the Volkswagen. (Boston: Little, Brown and company, 1970). 213-220. Rowsome, Frank. Think small: the story of these Volkswagen ads. (Vermont: The Stephen Greene Press, 1907). 76-78.Warlaumont, Hazel G. Advertising in the Sixties: Transformers, Traditionalists, and Trash Makers in America's Turbulent Decade. (Connecticut: PRAGER, 2001). 184-86.