The Shape of Things to Come: How VW Sold Simplicity
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At first glance, this old Volkswagen ad looks almost empty—just a curvy black line and a few short paragraphs. But that curve says everything. It’s the unmistakable silhouette of the VW Beetle, and the ad cleverly makes us feel like we already know the shape of the future.
Selling a shape, not just a car
The brilliance of this ad is how it made simplicity a feature. Instead of showing glossy photos or performance specs, Volkswagen leaned into familiarity and emotional connection. It told readers, “This is the car you already love, and it’s here to stay.”
Why this ad still stands out
- Minimalism grabs attention in a cluttered world.
- Familiarity builds trust and nostalgia.
- It sells an idea—the enduring design—rather than a product.
Who’s used this playbook since
Apple uses simple silhouettes and clean layouts to signal timeless design in its ads.
Nike often removes distractions in ads to keep focus on a single iconic image or line.
Creative Variations
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