CHAPTER 2
From “Thinking Small” to Getting “Real”
A BRIEF HISTORY OF MOVEMENTS AND BRANDS
It’s 1960, and you’re flipping through Life magazine. You’re stopped by an advertisement that doesn’t look like any of the other ads in the magazine. There’s lots of white space, a tiny off-center image of the car itself (which, by the way, is an odd-looking little vehicle), and an understated two-word headline, “Think small.”
The ad stands out because this isn’t what ads are supposed to be like in 1960. It’s neither splashy nor dreamy; it has none of those familiar ad images of folks laughing and frolicking, women’s hair blowing in the breeze, gorgeous scenery—all those too-good-to-be-true images that were associated with ads at the time. Moreover, the ...
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