What year car do the jones drive?

In 1959, Volkswagen ran an ad that flipped suburban status-seeking on its head. While everyone else bragged about their shiny new cars, VW proudly pointed out that their Beetle looked the same every year—and that was a good thing.

Why It Works

• Challenges the norm and makes VW owners feel smarter, not poorer
• Uses humor to defuse social pressure and create brand loyalty
• Turns a “weakness” (old design) into a symbol of reliability
• Speaks to values—thrift, simplicity, and independence

Real-World Parallels

• Apple’s unchanging iPhone silhouette signals familiarity and trust
• Patagonia’s “Don’t Buy This Jacket” ad made people buy more
• Trader Joe’s uses quirky packaging instead of flashy branding
• IKEA brags about affordability, not luxury

A masterclass in flipping the script—and making restraint desirable.