Volkswagen Beetle “Ugly” Ad

Both VW and Joe Sugarman did something most marketers fear: they led with flaws. VW called the Beetle “ugly.” Sugarman said his thermostat had a “stupid name.” Crazy? Nope. Brilliant.

Honest Advertising That Builds Trust

These ads flipped the script by admitting negatives first. Once the audience thinks, “Wow, they’re honest,” they’re more likely to believe the positives.

Why It Works

• Disarms skepticism with radical honesty
• Builds instant credibility
• Creates contrast that highlights strengths
• Turns weakness into uniqueness

Real-World Examples

• Avis: “We’re No. 2. We Try Harder.”
• Buckley’s Cough Syrup: “It tastes awful. And it works.”
• Oatly’s “It’s like milk but made for humans.”
• Domino’s admitted bad pizza, then grew sales 14% after fixing it.
• VW Beetle ads turned “ugly” into legendary charm.