The Volkswagen Lemon ad described inspections of Volkswagens, and how one tiny detail can make that car a “lemon” to the company. It was meant to show the quality of the cars they sell by saying that Volkswagen accepts only the best. The ad basically said that lemons often look just the same as any other car, and inspectors at Volkswagen notice the difference so that a lemon, or even a slightly less-than-perfect car, does not end up in a customer’s hands.
The ad appeared in the early 1960’s with the headline “Lemon.” It was at the head of the Creative Revolution, when imagery replaced traditional trends in advertising. The ad had many strengths. Its wit was charming and it used poetic devices to allow it to stand out among the unimaginative ads of the era. Part of the true genius, however, was that the ad highlighted the parts most closely linked to the ‘experience’ of driving, subtly appealing to the viewer’s emotions without straying from the most obvious purpose of showing the quality of the car. It brought to mind not only the image of the inspection itself, but the smooth ride the shock absorbers allowed, a flawless body and interior, and the road ahead. Though the car was inexpensive, the ad brought to mind a luxurious, comfortable experience.
It was a unique work which helped to revolutionize advertising. Advertising would no longer be about showing just the product, but also, the experience associated with it. The ad, along with its predecessor, Volkswagen’s “Think Small” ad, moved advertising ahead into a new era, in which advertisers would appeal to the senses and emotions rather than simply showing a picture of a product and telling you to buy it.
To be honest, even today, the ad makes me want to buy a Volkswagen.
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