1969 Volkswagen It's Ugly Print Ad

Aug 9, 2017

This ad was published 2 weeks after the first lunar excursion modules landed on the Moon. Red areas are most likely to attract attention, followed by Yellow/Orange areas, and Blue areas. Areas that have no color overlay are unlikely to attract visual attention.

The Regions Report graphically represents the likely distribution of visual attention during preattentive processing.

Any area or object that is identified as one of the first 4 predicted fixations is highly likely to be noticed at first glance, regardless of its 1, 2, 3, or 4 order.

Analyzed by SwipeBotSwipeBot

Image Description

The ad features a black and white image of a lunar module with the text, "It's ugly, but it gets you there," accompanied by the Volkswagen logo. The design cleverly ties the achievement of the Moon landing to the reliability of Volkswagen vehicles.

Positive Aspects

This ad brilliantly uses the significant cultural moment of the Moon landing to highlight the reliability over aesthetics, a bold and memorable statement for Volkswagen. The stark black and white imagery draws attention to the message without distractions, making it impactful and straightforward.

Key Takeaways

Clever Timing: Released shortly after the Moon landing, the ad capitalizes on a globally recognized achievement.
Memorable Messaging: The tagline juxtaposes aesthetics with functionality, emphasizing reliability.
Visual Impact: The use of black and white focuses attention on the message rather than the design elements.

Additional Insights

This ad is a classic example of how tying your product to a monumental event can create a lasting impression. By associating the reliability of its cars with the success of the lunar module, Volkswagen not only sells a product but also a piece of history. It's a humorous and effective reminder that sometimes, it’s not about how something looks, but how well it performs.