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Detailed text transcripts for TV channel - MSNBC - 20180903:02:09:00

this is well before the haight-ashbury. this is before the summer of love. this is long before any of that happens. the gamble worked. the year the ad first appeared, vw sales spiked. and that mysterious convergence, that elusive jackpot of cool and timing hit big. just as the counterculture was starting to explode. you could feel like you were so different from your parents, with their loaded, oversized car, that you could feel free and independent and a little bit of a maverick by owning it, and yet, you could still be part of a massive community of people who felt exactly as you did. it is the extreme irony, really, that the car that was supposed to be the emblem of rebellion against the mass society came from the worst mass society of them all, the original totalitarian society. and they re not afraid of new

Vw salesSummer of loveHaight ashburyHit bigDont workMass society

Detailed text transcripts for TV channel - MSNBC - 20180903:02:10:00

ideas. vw didn t just transform their product, they sparked a revolution across the entire ad industry. you start seeing this idea of selling products not as a mode of conformity, but as a mode of resistance to the mass society. it was like our shackles had been taken off. we were free to do whatever we wanted. they would write articles in trade magazines about taking drugs and how this made you a more, you know, a more creative advertising man. orange crush it was a complete shift in the way products are sold, and it can all be traced back to a small car that made a big statement. a successful brand is one that catches something that has established its culture bona fides, perpetuates it long enough to give it a kind of voice in a marketplace, and then exploits the hell out of it and

Vw didn tCad industryMass societyOrange crushCulture bona fides

Detailed text transcripts for TV channel - MSNBC - 20180903:02:08:00

space, tiny little car on a big page, think small. these ads defied the conventions of 1950s-style advertising in just about every way. instead of looking enormous and powerful, they make the car look round and strange and small, and the advertising copy would actually appear to be mocking the product. you know, they d be saying, look, we screwed up. this car was a lemon, you know, or something like that. so, instead of a product being something that you buy in order to signify conformity, the volkswagen is being sold as exactly the opposite. there was the mark of an individual. i don t need all the tailfins and portholes. i m myself, and i m comfortable in my own skin and in my little, underpowered beetle. this is before the counter culture, remember. this is before the beatles arrive in america.

Advertising copyCounter cultureUnderpowered beetle

Detailed text transcripts for TV channel - MSNBC - 20180709:04:03:00

advertising theme. so, it is permanently elusive goal. you could trace the quest for cool in marketing back to one unlikely product. a small car named for an ugly insect. this was a car that had so many things against it. so, how did the volkswagen beetle come to change the way companies sell us things? and what did the nazis have to do with it? the climate of the 50s was very much a consumerist climate. we had won the war. people had money to spend. so they spent, spent to feel american, spent to keep up with the joneses, whoever they were, and spent to fill those brand-new two-car garages.

Smoking coolAdvertising themeDont workVolkswagen beetleConsumerist climate

Detailed text transcripts for TV channel - MSNBC - 20180709:04:09:00

Detailed text transcripts for TV channel - MSNBC - 20180709:04:09:00
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Hit bigVw salesSummer of loveDont workMass society