A $600 Cadillac Option… Free with Every Beetle
Volkswagen nailed contrast marketing with this ad. By comparing their small Beetle to a big, luxurious Cadillac, they made “cheap” sound smart and “simple” sound valuable.
Why It Works
Contrast sells: Cadillac = luxury, Beetle = practicality. The comparison creates instant clarity.
Anchoring: Starting with “$600 Cadillac option” gives the Beetle a built-in value boost.
Unexpected twist: The headline surprises you—how can a Beetle come with a Cadillac option? You read on to find out.
Visual punch: Big headline + clean black-and-white imagery = instant attention.
Examples
Apple compares iPhone efficiency to Android battery drain.
Dollar Shave Club mocks overpriced razors to make “cheap” cool.
Avis’s “We’re #2, so we try harder” flips weakness into strength.
Creative Variations
Hand-drawn pen style
Classic 1950s print ad
Futuristic style
Funny style
Annotated sketchbook style
Eye-tracking heatmap