George Lois said about this challenge, "They wanted us to sell a Nazi car in a Jewish Town." Overseeing this challenge, Bernbach assigned art director Helmut Krone and copywriter Julian Koenig in charge of this bold task. Strongly influenced by Paul Rand, Krone was more concerned with design than advertising and didn't want to focus on the selling aspects of the car itself. What they did instead began a creative revolution in advertising.
Doyle Dane and Bernbach utilized a simple, straight-forward approach in this campaign. It was honest and appealed to normal everyday Americans. The Volkswagen Beetle wasn't a fancy car and instead of trying to make it sound fancy, they exemplified the exact opposite of fancy. This approach made it relatable and appealing to the average person. With this approach, Krone and Koenig gave the Volkswagen Beetle and lovable and almost human personality. This would later begin a new trend in the advertising world.
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