Think Small

Agency Network: 
October 2009

Print advertisment created by DDB, Germany for Volkswagen, within the category: Automotive.

*1959 tire only at
Think small.
Our little car isn't so much of a novelty any more. A couple of dozen college kids don't try to squeeze inside it. The guy at the gas station doesn't ask where the gas goes. Nobody even stares at our shape. In fact, some people who drive our little flivver don't even think 32 miles to the gallon is going any great guns. Our using five pints oil instead of five quarts. Our never needing anti-freeze. Or racking up 40,000 miles on a set of tires. That's because once you get used to some of our economies, you don't even think about them any more. Except when you squeeze into a small parking spot. Or renew your small insurance. Or pay a small repair bill. Or trade in your old VW for a new one. Think it over.

Advertising Agency: DDB, Berlin, Germany
Chief Creative Officer: Amir Kassaei
Executive Creative Director: Stefan Schulte
Creative Director: Dennis May
Copywriter: Ricardo Wolff
Art Director: Gabriel Mattar
Graphic Designer: Marilyn Wolf
Account Manager: Silke Lagodny

Comments (23)

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Highest Rated

Guest's picture

naaah..... I like it...... the tag line is nice, that's why I want to read all of them......


premc's picture
Activity Score 917

Like this one, classy 8/10


alexander_bickov's picture
Activity Score 3279


Ya's picture
Activity Score 161


ibeg2differ's picture
Activity Score 420

What's with the text? Very bad lettering!

jackmancer2017's picture
Activity Score 6992

agree, it's horrible

Guest's picture

naaah..... I like it...... the tag line is nice, that's why I want to read all of them......


Guest's picture

AH! Nostalgia. feels nice to look at some old school creative. Works for me. Its best to ignore some D!@Kheads, who have just started and think they are creative geniuses.

Guest's picture

Self indulgent Idea: Great to ad people who get this
What about your mom/aunt/friends who don't trawl the ad hall of fame?
Come on?

Guest's picture

сто пудов

Andrea Afeltra's picture
Andrea Afeltra
Activity Score 96

Classic and nice

Guest's picture

hey very cool. good.trihan

Guest's picture

i like the line very much, but the rest is old-looking crap.

Guest's picture

Think small??? It´s already done!!


Aphex's picture
Activity Score 264

Think Small = Image with a exclusive voice & less txt. but unique and powerful. This is "Think Small"... NOW.

"Si eres buen copy, presiona alt + F4"

gravity's picture
Activity Score 181

For all those people writing stuff like "terrible text", "looking like crap"...

You are looking at a REMAKE of an ad, created about 50 years ago by an advertising god, William Bernbach, officially listed as no.1 in top "100 Advertising People of the Century"...

Please read some books (or at least some wiki) before getting your hands on your laptops.

ibeg2differ's picture
Activity Score 420

You got me wrong. The is my "favorite ad". However I think the lettering is horrible. It's wrong to leave on word on a separate line.

Guest's picture

I've seen a couple remakes of this ad and I would say that this is one of the best except for the body copy. In my opinion, the ad wouldn't really need the long copy if it wasn't simply to appear similar to the original. That being said, the copy seems like it should be targeted more towards VW lovers instead of trying to convert those who aren't.

Guest's picture

Oh come'on! VW copies are the best in the industry. 60" VW ads always included great, intelligent texts. And they used to be quite long and still are a pleasure to read. Find the original "Think Small" or the classy "Ugh" ad. VW lovers are literate people.

Juan Cabral's picture
Juan Cabral
Activity Score 709

I really like this, but I guess it is not effective in Germany, where these ads are unknown (unless you are an advertiser).

Advertiser who won 10 or more lions in the last 10 years.
And I am not the real Juan Cabral, guys. So sorry for that!

Guest's picture

Simple. But for only advertising people. |

rolling.stone's picture
Activity Score 2741

Hats Off to William Bernbach


~ Quite obviously, I have gathered no moss ! ~

theanc's picture
Activity Score 2783



Guest's picture

"Think small" Shirt!!