The Ad That Made “Small” Big

This legendary Volkswagen ad flipped car marketing on its head. While everyone else was shouting “bigger, flashier, faster,” VW whispered, “Think small.” And it worked.

Why It Works

• Contrast grabs attention. Big headline, tiny car—visual irony that stops you mid-page.

• Honest marketing. It admits the car is small… and makes that the hero.

• Minimalism matches message. Loads of white space = simple, clean, efficient—just like the car.

• Emotional truth. It speaks to people tired of excess and hype.

Real-World Examples

• Apple’s “Think different” borrowed the same minimalist truth vibe.

• Dollar Shave Club used humor and simplicity to flip its industry.

• Liquid Death made “just water” cool by leaning into its weirdness.

Creative Variations

Hand-drawn pen style

Classic 1950s print ad

Futuristic style

Funny style

Annotated sketchbook style

Eye-tracking heatmap