Volkswagen Print Ad

A smashed VW Beetle isn’t the hero image you’d expect in a car ad. But that’s exactly why it works. This ad flips the script: instead of shiny perfection, it shows a crumpled fender and tells a story about cheap replacement parts. Unexpected, clear, and memorably honest.

Why This Ad Works

• Shocks your attention with a “flawed” image
• Turns a weakness (accidents) into a benefit (affordable repairs)
• Keeps one tight, specific message instead of listing specs
• Uses humor to build brand warmth

Real-World Examples

• Domino’s leaned into past complaints with its “Pizza Turnaround” campaign
• Avis used “We try harder” when admitting they were #2 to Hertz
• Patagonia told customers “Don’t buy this jacket” to sell sustainability
• Liquid Death’s absurd honesty turned canned water into a $263M brand