In the 1960s this ad was so controversial because of the simplicity of the ad. the ad was first in black and white and printed in playboy or men magazines. In an era of mind blowing pitches glorifying size, power, and prestige, the Lemon Volkswagen ad was the calm voice with a different set of standards. the ad stated to "think small", maybe because they were referring it to a lemon in which those term meant it was a bad car, outdated or dead. But to Volkswagen it simple meant to think small and go against the crowd. They mad a big scene by not going big and made everyone advertising wise to look their way and think on how hey market things as a whole. While everyone was think of the grand picture in terms of family, friends, job and expanding, they Volkswagen made a campaign a small compact and convenient.
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