The VW Ad That Sold Adventure, Not Just a Van

Volkswagen didn’t sell horsepower or luxury. They sold a lifestyle. This 1960s ad for the VW Bus played on family humor and personality – not specs. It’s cheeky, conversational, and makes you imagine your own adventures before you even start the engine.

Why It Works

• Uses humor to make the brand feel human and relatable

• Focused on identity marketing – appealing to the kind of person (or family) who’d drive one

• Invites self-selection: “if this speaks to you, you’re our customer”

• Storytelling disguised as a product pitch

Examples

• Apple’s “Think Different” ads spotlighted bold personalities, not computers

• Harley-Davidson sells rebellion more than motorcycles

• Patagonia campaigns sell environmental identity over outdoor gear

Creative Variations

Hand-drawn pen style

Classic 1950s print ad

Futuristic style

Funny style

Annotated sketchbook style

Eye-tracking heatmap