1968 Volkswagen Testimonial Ad

In 1968, Volkswagen dropped an ad that broke every advertising rule. No photo, no logo, no big headline—just a handwritten letter from a real customer. It didn’t look like an ad, and that’s why it worked.

Marketing Analysis

On a newspaper page full of neat, glossy ads, a sloppy-looking note popped out. The handwriting screamed authenticity. Readers slowed down, wondering, “Wait… what’s this doing here?” It felt personal—like reading someone’s private letter.

Why It Works

• Handwriting = human connection
• Breaks the visual pattern
• Social proof disguised as a story
• Builds trust instantly

Examples

• Airbnb shares host letters to build credibility
• Dove’s “Real Beauty” featured real women instead of models
• Apple’s “Shot on iPhone” uses real user photos
• Patagonia prints customer repair stories in catalogs