"Think small."
Ranked the greatest advertising campaign of the century by Ad Age. DDB, the same agency behind the Avis' "We Try Harder" campaign, faced the challenge of selling...View More
a small, odd-looking, compact car to Americans, who at the time, we're becoming obsessed with muscle cars. Their solution? Simple. Sell them on the benefits of having a small car. Less gas, less insurance, less maintenance etc. They created a new movement, for the first time, stressing simplicity over luxury or power in an automobile. The large amount of white space draws immediate attention to the car & coincides perfectly with the campaign's theme. It's a classic example of benefit-driven selling and is a reminder that the reason this simplistic approach worked so well is because it was a completely new idea to people at the time. http://en.wikipedia.org/wiki/Think_Small
