This famous 1960’s poster “Lemon” was apart of DDB’s “Think Small” campaign for Volkswagen. Not only was this poster revolutionary in many ways, but also it is visually and stylistically attractive. Before this, posters used to example the poster, sometimes having the text cover most of the poster. This has small print, but just one word stands out– “Lemon.” Additionally lemon, before this poster, used to mean a bad car; a mistake, a screw-up. When a consumer looked at this poster, you had to stop and think. Why would they call their own car bad? What does it mean? Besides the choice of text, the style is beautiful. White and black with a lot of white space. Just the beautiful car sitting there. So simple, yet elegant; exactly what DDB wanted to portray. At first it looks small and strange-looking, like a lemon, or a screw-up, but the simplicity is elegant and advantageous for an owner. It uses white space and color (or lack thereof) impeccably. It is one of the most important posters of all-time, it even was referred to on “Mad Men”, and it is personally an advertisement that I will always admire. About 75 years later and this still wants to make me want to buy that Volkswagen.