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Top ad campaign of century? VW Beetle, of course As the 20th century comes to a close, its only fitting that we look back at a century of advertising and single out the one ad campaign that stands above all others. Of course, no discussion of the greatest ad campaign is warranted without the mention of some truly great ones throughout the past 10 decades. Theres Nikes Just do it, the Marlboro Man, the U.S. Armys Be all that you can be, Apple Computers 1984, Campbell Soups Mmm mmm good!, the Jolly Green Giant. The list goes on and on. However, one campaign did much more than boost sales and build a lifetime of brand loyalty. Its the 1960s ad campaign for the Volkswagen Beetle. The ad, and the work of the ad agency behind it, changed the very nature of advertising--from the way its created to what you see as a consumer today. Unless youre old enough to remember, an advertising professional or an ad buff (if there is such a thing), you probably dont know much about the advertising campaign for the first Volkswagen Beetle. So a brief overview is in order. Volkswagen hired the Doyle Dane Bernbach ad agency to create a campaign that would introduce the Beetle to the U.S. market in 1960. Now consider the marketing situation. Competing auto makers were building ever bigger cars for growing families with Baby Boomer children. The Beetle, on the other hand, was tiny and, well, ugly. Who would buy it? On top of this, the Beetle was manufactured in Wolfsburg, Germany, at a plant built by the Nazis. Given that World War II had ended only 15 years earlier, its easy to envision a public relations nightmare. It was in this environment that DDB introduced the Beetle with a radical ad campaign that perfectly positioned the product and won the hearts and minds of the masses. What made the VW Beetle ad campaign so radical? Ads before it were either information-based and lacking in persuasion, more fantasy than reality, or relied on the mediums ability to deliver repeated expos