My Favorite Writing

Think small.
When everyone is thinking big Volkswagen thought small.
"Our little car isn't so much of a novelty anymore.
 A couple of dozen college kids don't try to squeeze inside it. 
Nobody even stares at our shape. 
In fact, some people who drive our little fivver don't even think 32 miles to the gallon is going any great guns.
That's because once you get used to some of our economies, you don't even think about them any more."
During the 1950s to1960s in America, Germany was unpopular and so were German cars.
Americans were into stylish cars.
Julian Koenig was given an assignment to turn German made brand, Volkswagen popular in America.
Writer Koenig and his agency turned a brand unwanted to a brand wanted.
The headline "Think Small" is word play done right because people are told to think big.
Koenig used what the reader already know and challenged a conventional idea to engage the audience.
Koenig described the lack of aesthetic appeal and the size in the beginning of the copy, then turns it around as the positive attribute of the car.
The audience reads the first eight sentences of the copy waiting for the positive of the car.
Then they get to the last six sentences and then the audience now understand the first eight sentences were actually the positive attributes.
Koenig took an honest and simple approach which lead to a 10 year campaign with Volkswagen.
Koenig's amazing copy inspires me to be a copywriter that could change audiences view. 
Volkswagen. (1951) Think Small