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You might not immediately recognise this as one of the best designed ads of all time, but it is.
It's simple, it stands out, it tells a story with no colour and only two words. Though it followed the classic layout (image, headline, and three-column copy) it stood out with its gaping white space, a sans-serif font instead of the usual serif, and a bold full stop after the tagline “Think Small.”
The Art Director, Helmut Krone, allegedly hated the fact that this wasn't going to be a beautiful, full-colour car ad like everyone else was making in the 60s, but he knew what José knows - design is not about decoration, it's about communication.
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