Volkswagen Beetle “Ugly” Ad
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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.