Pages 62 & 63      
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The illustration,' noted Advertising Age's 'Creative Man', 'makes wonderful use of Detroit's technique of creating interest in a new, completely changed model by covering it with a piece of cloth. The suspicion, of course, is that Volkswagen is not contemplating a change.
    'But then the Þrst line of copy shatters the easy assumption. "The answer," it says quite simply and candidly, "is yes." How can you avoid reading further?

 
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Synopsis  

'Advertising Age' on the first VW ads.. David Ogilvy's Hathaway shirts layout... long-copy ads... Koenig on Ogilvy... Ogilvy's rules... Detroit advertising cycle... Dave Reider's Uttica Club ad... Ed McNeilly... Bill Bernbach... 'an honest car'... Krone on logos... the Volkswagen logo... Keith Evans...

 
 
Chapter 4. The beetl;e and the bus.    
 

All chapter 4 spreads