Volkswagen of America ads, 1960–66

Source: http://ateliertally.com.License: All Rights Reserved.

One of the most iconic and popular ad campaigns of all time – the subject of a new book, Think Small: The Story of the World's Greatest Ad.

From a 1968 interview with designer Helmut Krone:

Krone:[…] The only thing different about [the Volkswagen ad layout] was its application to cars—and that's different enough. I took traditional layout A, which had always existed: 2/3 picture, 1/3 copy, three blocks with a headline in between. But I changed the picture. The picture was naked-looking, not full and lush. The other small change was the copy, which was sans serif rather than serif.

Interviewer:And nobody'd ever done that before?

Krone:Not with that layout, no. It was an editorial look, but with sans serif type.

Interviewer:The look of the copy was very different. The use of "widows" which we spoke of once before.

Krone:I actually cut those "widows" into the first Volkswagen ads with a razor blade and asked Julian Koenig to write that way. I deliberately kept the blocks from being solid, and when I felt that a sentence could be cut in half I suggested it just to make another paragraph.

Source: http://www.greatvwads.com.License: All Rights Reserved.

Source: http://www.greatvwads.com.License: All Rights Reserved.

Source: http://www.greatvwads.com.License: All Rights Reserved.

Source: http://www.greatvwads.com.License: All Rights Reserved.

Source: http://ateliertally.com.License: All Rights Reserved.

Source: http://books.google.com.LIFE Magazine, Feb 8, 1960. License: All Rights Reserved.

Source: https://www.flickr.com.Scan by SenseiAlan. License: All Rights Reserved.

Car and Driver, Aug 1961

Source: https://www.flickr.com.Scan by SenseiAlan. License: All Rights Reserved.

Car And Driver, Mar 1962

Source: https://www.flickr.com.Scan by SenseiAlan. License: All Rights Reserved.

Sports Car Illustrated, Nov 1960

Source: https://www.flickr.com.Scan by SenseiAlan. License: All Rights Reserved.

Car and Driver, Nov 1961

Source: https://www.flickr.com.Scan by SenseiAlan. License: All Rights Reserved.

Car and Driver, Mar 1963

Source: https://www.flickr.com.Scan by SenseiAlan. License: All Rights Reserved.

Readers Digest, Mar 1966