What made this ad monumental is it was simple and to the point. Ads before this one in this time were large and fantasy like, and Volkswagen kept it basic. They also poked fun at themselves by calling it a Lemon. It was considered a lemon to critics because of the chrome strip on the glove compartment. Volkswagen was taking a huge stance saying if this car was considered a Lemon because of something so small, then they must make well round built cars. They also had a large amount of small print on the ad that then went into full detail into what exactly will make a car a lemon. How it could be a small part of the windshield that could get it rejected and how extravagant the testing procedures are. The whole ad almost pokes fun at it, and is bold and in your face. It was very different and monumental for a company to do this, to fight back with their own advertisements to sell their cars. Especially in a time of baby boomers and large vehicles they needed to stand out with this little compact beetle and they did just that.
http://auto.howstuffworks.com/1960-1969-volkswagen-beetle4.htm
http://www.bizjournals.com/sanjose/stories/1999/11/22/smallb7.html?page=all
http://www.writingfordesigners.com/?p=1731
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