1969 Volkswagen It's Ugly Print Ad

Two weeks after humans hit the moon, VW dropped a print ad showing the lunar module with the line: “It’s ugly, but it gets you there.” Boom. Perfect mix of timing, wit, and brutal honesty.

Marketing analysis

This ad is a masterclass in minimalist design. The stark black-and-white photo immediately grabs your attention. VW took its biggest “flaw” (its plain design) and flipped it into proof of reliability. No clutter. No fancy words. Just confidence.

Why it works

• Big contrast commands attention

• Humor disarms and engages

• Self-deprecation builds trust

• Simplicity makes it unforgettable

• Perfectly timed with a global event

Examples

• Avis: “We try harder.”

• Oatly: “It’s like milk but made for humans.”

• Dollar Shave Club: “Our blades are f***ing great.”