MASTERS OF THE MEDIUM: BILL BERNBACH

Bill (William) Bernbach was a copywriter and co-founder of the Doyle Dane Bernbach (DDB) agency. He was renowned for his dedication to originality, and his legacy established him as a key figure in the advertising revolution of the 1960s and 1970s. He transformed the industry by pairing copywriters with art directors—an innovation that became the foundation of modern work. As David Ogilvy said, "Bill created an atmosphere where talented people flourished."

In 1959, Volkswagen turned to DDB for an ad campaign, and Bernbach delivered a masterpiece. “Think Small” — two words that redefined 20th-century advertising. At a time when the market was dominated by posh, oversized American cars, Bernbach boldly embraced the Beetle’s modest, unconventional design. He turned its perceived flaws into virtues: not small, but economical; not plain, but reliable.
Check the attached images to admire this legendary campaign.

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