Selling Ideas - Selling Products
Concepts of Mobility
Living in a suburb made the use of cars necessary. Aside from the bigger family cars, smaller secondary or metropolitan cars were introduced. Again, the automobile market was about more than selling products. Advertising aimed at stabilizing a mindset that should almost naturally combine ideas about individuality and freedom to a superior life-style of mobility.
Nevertheless, advertising creativity and consumers’ actual use of products could alter the picture. In the 1960‘s Bill Bernbach of the DDB Advertising Agency invented the witty Volkswagen ads that would make the Beetle immortal. Using the critique and the jokes about the image of the car to its advantage, the ad went on to be one of the most famous of the century. Due to their cheap prices, the Beetle and the Volkswagen Bus would become symbols of the 1960‘s counterculture.