This Volkswagen Beetle ad is a masterclass in copywriting and contrast. It shows a car and its engine—separated—and uses a small, clever twist to tell a big story. The headline: “We made the car go faster. And the engine go slower.”

Marketing Analysis

VW flips expectations. Instead of talking horsepower and speed like everyone else, they highlight efficiency and reliability. The simplicity of the image and copy forces the viewer to think—and that moment of thought creates connection.

Why It Works

Contrast grabs attention and curiosity
Minimalist design keeps focus on the message
Counterintuitive statement boosts memorability
Positions VW as honest and practical, not flashy

Examples

Apple iPhone ads use “less but better” design to convey simplicity
Patagonia’s “Don’t Buy This Jacket” ad used contradiction to show integrity
Avis’s “We Try Harder” embraced being second place to show effort

Creative Variations

Running a startup is 99% writing

Command Palette