The Bold Simplicity Behind “Don’t Laugh”
This vintage Volkswagen ad flips expectations on their head. Featuring a VW Beetle dressed up as a police car, the headline “Don’t laugh” immediately disarms you. It’s funny—but it also makes a serious point about reliability, economy, and practicality. This ad became one of the most memorable print campaigns in automotive history.
The key lesson
Leaning into your perceived weakness can make your brand both likable and persuasive. Volkswagen turned the Beetle’s size into a story about efficiency and dependability—qualities every driver desires.
Why it works
- The headline grabs attention by embracing what others fear: being laughed at.
- It uses humor to create relatability and trust rather than defensiveness.
- The image delivers instant contrast—a small car in a role meant for big ones.
- The copy confidently flips the joke, proving the Beetle’s worth with facts.
Modern echoes of this approach
Dollar Shave Club built its brand by poking fun at overpriced razors while highlighting its own simplicity.
Oatly leaned into its quirky tone to differentiate from traditional dairy marketing, turning skepticism into curiosity.