This classic Volkswagen Beetle ad with basketball giant Wilt Chamberlain shows off brilliant honesty in advertising. Instead of pretending their car was spacious, VW leaned into its small size—and made it charming.

Why It Works

Radical honesty builds instant trust.
Contrast effect: pairing a 7’1” athlete with a tiny car makes the visual unforgettable.
Humor lowers resistance—people remember funny ads.
Subtle pivot: the copy turns “small” into “smart,” showcasing efficiency and practicality.

Real-World Examples

Oatly’s blunt packaging copy (“It’s like milk but made for humans”).
Avis’ “We’re number 2. We try harder.” campaign built a brand on humility.
Domino’s “Oh Yes We Did” apology ads boosted sales by 14%.

Creative Variations

The 4% Rule

Command Palette