“Think small.' hit a raw nerve in late '50s America where 'positive thinking' could only mean thinking big - and then bigger still. To read the opposite, especially in the heartland of positive thinking, an advertisement - a car advertisement - felt like an incitement to treason: thinking small sounded like an un-American activity...
George Lois and Julian Koenig form PKL... Seagrams building... DDB and the creative revolution... the history of the 'Think small' and 'Lemon' ads and their importance... different recollections of how they came about... Volkswagenwerk... Ed McNeilly, Paul Lee... Helmut Schmitz.. Charlie Piccirillo... Bob Gage... Juan Valdez... IBM... 'Fortune' magazine... Julian Koenig on Bernbach... Bernbach on 'Lemon.'... definition of 'lemon'... Rita Wagner (Selden)... Bill Casey... Eddie Russell makes a bet, research of 'Lemon.' ad... Carl Hahn
