The Ad That Flipped “Big” On Its Head

This vintage Volkswagen ad is a masterclass in flipping assumptions. It juxtaposes two trucks from above: a bulky half-ton and a compact VW. The kicker line? “The Volkswagen is the big one.”

Why this ad hits

• Uses contrast to reframe value: smaller truck, bigger payload.

• Visual makes the idea obvious before you even read it.

• Copy walks you through their logic with simple math.

• Tone feels conversational, not hard-selling.

Real-world echoes

• Apple’s “Think Different” turned small computer companies into rebels.

• Dollar Shave Club undercut big razor brands with personality.

• MINI’s “Let’s Motor” made a tiny car feel like a bold lifestyle choice.

Creative Variations

Hand-drawn pen style

Classic 1950s print ad

Futuristic style

Funny style

Annotated sketchbook style

Eye-tracking heatmap