Until the Beetle hit the market, automotive marketing copy was full of bluster, and the images (often illustrated) were flights of fancy, emphasizing low, long lines and a fantasy lifestyle.
The clean, simple photography on a white background that emphasized the Beetle’s compact, practical form may seem commonplace these days, but it was a revolution in a world where Americans grew up obsessed with muscle cars, horsepower, and tire smoke. Making the car small, when the convention was to make it fill the page, was also novel. The simplistic approach to design and layout was totally contrary to the advertising conventions of the time. [ source ]
While I object to the misuse of the rather pejorative “simplistic” to denote what is instead commendably strippeddown, uncluttered, or if one must, ‘simple‘… that’s the gist of it. After all, these folks are gearheads, not graphic designers.
One of the lesser-known components of the long-running campaign was a nifty 1967 promotional book that was graciously given away by one’s friendly Volkswagen dealer.