The Chicken Rules

Think Small

Posted in Analysis, Copy Lead, International by Chandrachoodan Gopalakrishnan on the September 23rd, 2004

In advertising, one of the better pieces of advice is to “FLIP IT”. What that means is to turn a problem/solution/idea/line/situation over on its side to get at an idea that is both brilliant effective and memorable.

Volkswagen’s “Think Small” and the similar “We work harder because we are # 2” for Avis Rentals did the flip, and went on to become case studies and legends in the field of advertising.

Take a look at the ads. I will write my own thoughts and commentary about the two later in the day.

Think Small-VW
Volkswagen – Think Small

Avis - We Try Harder
Avis – We Try Harder

8 Responses to 'Think Small'

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  1. Chenthil said,

    on September 23rd, 2004 at 1:11 am

    Hi CCG, even the Heinz ketchup ad in the 1950s is of the same category, right? (the ketch up flows slow because it is thick)

  2. Ravages said,

    on September 23rd, 2004 at 1:24 am

    No. Not really!

    Everybody wants Ketchup to be thick and tasty! That isn’t in the same category. In fact, Maggi did the same thing in India with their “Aa Ja Aaja” campaign.

  3. Charu said,

    on September 24th, 2004 at 5:20 am

    sure… and this kind of honesty is disarming and welcome to customers who always see advertisers claiming they are bigger and better – the underdog is always endearing :)

    beetle had some remarkable ads – one of my favourites is a man standing at a petrol bunk, with the petrol hose pointing to his head – like a gun – it was depression time in America and large cars were guzzling fuel – making customers feel broke and suicidal :)

  4. Charu said,

    on September 24th, 2004 at 5:22 am

    and think, a german car in times of strong anti-german feelings across the world….

    closer home, can you think of any such ads? thinking, will post here when I remember :)

  5. Ravages said,

    on September 24th, 2004 at 5:40 am

    Yeah! Volkswagen has amazing daring to pull it off. I particularly like the “LEMON” ad.

  6. anya said,

    on September 24th, 2004 at 5:46 am

    Duluth! Did the ad mention Duluth??? I’m from duluth … I sure am gonna rent Avis next time .. after I turn 25 that is .. cos the buggers don’t rent to people under 25.

  7. Charu said,

    on September 24th, 2004 at 7:33 am

    I suppose they had nothing to lose in any case :)

    But that must have been one hell of a client-servicing job … can’t imagine how they got volkswagon to even agree

    bill bernbach, right?

  8. Ravages said,

    on September 24th, 2004 at 7:39 am

    Bernbach all the way. He and Neil French are the two writers I will carry all through my life.

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