Think Small would make it into any list of world's best ever adverts. Volkswagen is still Europe's best advertiser.
It has just been named Eurobest Advertiser of the Year. The brand has won more than 150 Eurobest awards, the most awards during Eurobest's 25 year history. This recent crown marks it as the European advertiser that has “distinguished itself for inspiring innovative marketing of its products and who embraces and encourages the creative work produced by its agencies.”
Volkswagen's 11 Eurobest Grand Prix wins are a record:
1998: TV/Cinema, Lamppost, BMP DDB London
1999: Outdoor, Shoe-Westbourne, Shoe-Paddington, Shoe-Weymouth, Shoe-Writtle, Shoe-Guadix, BMP DDB London
1999: TV/Cinema, Parking, Shopping, Bridge, Courier, Result DDB Amstelveen
1999: Print, Wedding, BMP DDB London
2003: Outdoor, Cops, DDB London
2007: Media, Schlaemmer’s Quest, DDB Paris
2008: Print, Product Recall, DDB Amsterdam
2008: TV/Cinema, Dog, DDB London
2010: Print, Terminator, Toy Story, Speed, Gremlins, King Kong, Back to the Future, DDB London
2010: Outdoor, The Fun Theory, DDB Stockholm
2011: Outdoor, The Winter Adjusted Offer, DDB Stockholm
"Volkswagen is a brand associated with some of the greatest ad slogans in the world - such as 'Think Small', 'Drivers Wanted', 'Built to Protect', and some of the most powerful pieces of advertising. Creativity and innovation are at the very heart of its products and marketing efforts. A worthy recipient of the honour, not only do we congratulate Volkswagen for its past achievements, but as we look to the future, we anticipate seeing more outstanding and inspirational award-winning work," stated Philip Thomas, chief executive officer of Eurobest and Lions Festivals.
The award will be presented to Giovanni Perosino for Volkswagen during the Eurobest Awards on 30 November in Lisbon. Perosino was appointed Volkswagen’s head of marketing communications in September 2010. "It is an honour to receive this award. We are very proud to see that the Volkswagen tone and style is unique, consistent and relevant and can inspire people all around the world with its humanity and twinkle in the eye," he remarked.
Volkswagen began advertising in 1959 when it hired the then little known, New York advertising agency, Doyle Dane Bernbach (DDB). The creative team was headed by Helmut Krone, who pioneered the idea of simplicity in print advertisements. Over the years, Volkswagen advertising has been considered to be at the forefront of creative leadership.