Think Small: The Story of the Most Iconic Volkswagen Ad: Based on extensive interviews with Julian Koenig, Bob Levenson, George Lois and Carl Hahn.

BEFORE VOLKSWAGEN’S FALL FROM GRACE, IT WAS ONE OF THE MOST POWERFUL BRANDS IN THE WORLD. AND IT ALL STARTED WITH ONE AD.

In this first book on a single piece of advertising, copywriter and journalist Dominik Imseng dissects the ad considered the best of all time: "Think small" for the Volkswagen Beetle.

Based on extensive interviews with creative legends Julian Koenig, Bob Levenson and George Lois, as well as with Carl Hahn, head of Volkswagen of America from 1959 to 1964.

"A fascinating story of how the Creative Revolution really started." Al Ries, co-author of "Positioning. The Battle for Your Mind"

"An up-close deconstruction of the cultural forces, events and creative talents that came together to produce advertising's version of the Mona Lisa." Warren Berger, author of "Advertising Today," "Hoopla," "Glimmer" and "A More Beautiful Question"

"As a certified DDB fanatic, I can't believe how much I learned in Imseng's book." Terry O'Reilly, host/co-author of "The Age of Persuasion" and "Under the Influence"

"Imseng's book turns fresh ground in advertising history, and on a truly historic campaign." Luke Sullivan, author of "Hey Whipple, Squeeze This: A Guide to Creating Great Advertising"

"If you're in advertising you want to do good ads. And to do that, you'll need to know where and how it all started." Dave Trott, author of "Creative Mischief" and "Predatory Thinking"

"Essential reading!" Lürzer's Archive

"A cracker!" AdScam

"This little book is BIG time great!" George Lois