EOC Week 1: VW Lemon

   

The Volkswagen Lemon ad is one of the most famous advertisements in our history. 1960 was when it all started. Volkswagen appointed Doyle Dane Barnbach, a New York Advertising agency to handle their accounts in the United States. The agency produced advertisements that changed the face of advertising around the world. It was the first ad to represent a perfect balance of image, copy, and simplicity.

This ad caught the attention of millions and it was all thanks to Doyle Dance Bernbach. Bernbach is considered the father of the “creative revolution” in the advertisement industry. He says “All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level.”

 The ad was a simple black and white photo with the word "Lemon" in bold text. This is what caught the attention of the readers, making them wonder why in the world would Volkswagen call their own car a lemon. The text is followed by an excellent explanation as to why they did this and explains how reliable their cars are. The conclusion of the ad is considered a memorable tag line, “We pluck the lemons; you get the plums.”

The Lemon ad has inspired advertisers to do better ever since, it changed times, opening a new level of creativity to be explored.

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