Volkswagen- Looking back at its history...

Bill Bernbach is the one who made Volkswagen's personality which ultimately made it a success. He is the one who transformed the image of this car from focusing on "glands" to the consumers "brains." With his approach consumers felt as if the company assumed that they were smart and did not feel like they were being "sold" a product. DDB made Volkswagen all about sex and in every ad had a woman posing against the side of a car. Nowadays Volkswagen ads focus on the simplicity of the car rather than focusing on all the features of the car at once. In DDB's Berlin ad featuring two young boys driving an imaginary car with the tag line "Drivers Wanted." Volkswagen also focuses on the safety of the model in accidents such as in the Jetta ads where the tag line is "safe happens." As you can see the contemporary ads of Volkwagen are far different than the pioneering ads. Now they focus on more meaningful uses of the vehicle rather than just using a sexual approach to appeal to their audience.