Volkswagen Print Ad

There’s lots of good things going on with this ad…

First, a big picture of a smashed car. I bet most ads from this time had photos of cars in pristine condition, so a photo of a crunched bumper stands out and grabs your attention.

Second, this is a great example of taking one benefit (cheap replacement parts) and turning it into a unique angle the entire ad is built on. It’s more memorable than your typical car ad that just lists out gas mileage, legroom, 0-60mph, etc.