VW’s Brilliant Contradiction Ad

This Volkswagen Beetle ad is a masterclass in copywriting and contrast. It shows a car and its engine—separated—and uses a small, clever twist to tell a big story. The headline: “We made the car go faster. And the engine go slower.”

Marketing Analysis

VW flips expectations. Instead of talking horsepower and speed like everyone else, they highlight efficiency and reliability. The simplicity of the image and copy forces the viewer to think—and that moment of thought creates connection.

Why It Works

• Contrast grabs attention and curiosity

• Minimalist design keeps focus on the message

• Counterintuitive statement boosts memorability

• Positions VW as honest and practical, not flashy

Examples

• Apple iPhone ads use “less but better” design to convey simplicity

• Patagonia’s “Don’t Buy This Jacket” ad used contradiction to show integrity

• Avis’s “We Try Harder” embraced being second place to show effort

Creative Variations

Hand-drawn pen style

Classic 1950s print ad

Futuristic style

Funny style

Annotated sketchbook style

Eye-tracking heatmap