"Why are the wheels crooked" Volkswagen Ad

At first glance, it looks like Volkswagen made a mistake. The Beetle’s wheels are crooked! But that’s exactly the point. VW took what looks like a design flaw and turned it into a clever headline that sparks curiosity.

Why this ad grabs you

• The photo stops you cold. It looks wrong, so you want to know more.

• The headline turns confusion into intrigue.

• The copy patiently explains why the wheels look that way—and why it’s actually better.

• It builds trust by being transparent, even about something that might seem negative.

Real-world examples

• Apple embraced the “missing headphone jack” by framing it as progress.

• Avis used “We’re No. 2, So We Try Harder” to turn weakness into advantage.

• Domino’s admitted its pizza wasn’t great—then sales soared after fixing it.