1960年，大众甲壳虫通过一系列平面印刷广告进入美国汽车市场。其中包括《Think Small（想想小的好）》和《Lemon（柠檬）》等。广告为大众甲壳虫汽车找到了区别于当时市场的独特定位，同时强调了大众汽车的质量和信誉。1960年 Lemon 柠檬这是1960年威廉·伯恩巴克为大众甲壳虫所创作的最为经典的平面广告之一。Lemon柠檬意为不良品、次品，通常用来描述生产缺陷。广告直接自称这款车子是不让人满意的，以此来表现大众对产品质量要求的严格。不自夸甲壳虫的质量优质以及生产过程的严格把关，反而宣称看起来如此完美的车子依然是不令人满意的，就算它仅仅有着一点点肉眼完全无法感觉到的伤痕。文案：Lemon 柠檬The Volkswagen missed the boat.The chrome strip on the glove compartment is blemished and must be replaced. Chances are you wouldn’t have noticed it; Inspector Kurt Kroner did.There are 3,389 men of our Wolfsburg factory with only one job; to inspect Volkswagens at each stage of production. (3,00 Volkswagens are produced daily; there are more inspectors than cars.)Every shock absorber is tested (spot checking won’t do), every windshield is scanned. VWs have been rejected for surface scratches barely visible to the eye.Final inspection is really something! VW inspectors run each car off the line onto the Funktionsprüfstand (car test stand), tote up 189 check points, gun ahead to the automatic brake stand and say “no” to one VW out of fifty.This preoccupation with detail means the VW lasts longer and requires less maintenance, by and large, than other cars. (It also means a used VW depreciates less than any other car.)We pluck the lemons; you get the plums.这辆甲壳虫没赶上装船启运。仪器板上放置杂物处的镀铬有些损伤，这是一定要更换的。你或许难以注意到，但是检查员克朗诺注意到了。在我们设在沃尔夫斯堡的工厂中有3389名工作人员，其唯一的任务就是：在生产过程中的每一阶段都去检查甲壳虫（每天生产3 000辆甲壳虫；而检查员比生产的车还要多）。每辆车的避震器都要测验（绝不作抽查），每辆车的挡风玻璃也经过详细的检查。大众汽车经常会因肉眼所看不出的表面擦痕而无法通过。最后的检查实在了不起！大众的检查员们把每辆车像流水一样送上车辆检查台，通过总计189处查验点，再飞快地直开自动刹车台，在这一过程中，50辆车总有一辆被卡下“不予通过”。对一切细节如此全神贯注的结果是，大体讲大众车比起其他车子耐用而不大需要维护 （其结果也使大众车的折旧较其他车子为少）。我们剔除了柠檬（注：残次品）；而你们得到了李子（注：合格品）。59年过去，大众正式宣布甲壳虫型号汽车停产。墨西哥工厂的最后一辆甲壳虫将会被带到位于Puebla的博物馆，以保留其历史地位。当年为甲壳虫制作系列平面广告的DDB，也再次为其制作了一张致敬《Lemon》的平面海报《Lime（青柠）》。再见传奇！2019年 Lime 青柠文案：Lime 青柠The Volkswagen missed the boat again.If you think there is a problem, you're wrong. The chrome strip on the glove compartment, interior design... Everything is OK. This time a completely perfect iconic model, down to the last detail!But Kurt Kroner's grandchildren have rejected it just the same way as 60 years ago. There are many hi-tech quality control processes is our factory to inspect Volkswagen at each stage of production. All parts completely tested and scanned. But final inspection is really something the second time! Our inspection run each car off the line onto the car test stand and say "no" to one Volkswagen.But this time, they do not call it a "lemon". As it is understood from the sour faces of our inspectors, it has a bitter taste. Because this is the last ever Beetle. So this, and only this time, it is a "lime".This historical title means this is a bitterest news in car history. The "lime" will never go on the road, meaning the legendary Volkswagen model lives on forever.We have picked the lime, you can see it in our Volkswagen museum in Puebla forever.这辆甲壳虫又没赶上装船启运。如果你觉得它出现了问题，你便错了。仪器板上放置杂物处的镀铬、内饰设计……一切都完好无损。这次的甲壳虫是一个完美的模型，精确到每个细节。但检查员库尔特·克朗诺的后代拒绝让这辆汽车上船，和60年前一样。我们工厂里配备了很多高科技的质量控制流程，为的是在生产的每个阶段，检查大众汽车的所有零件。所有部分都经过全面测试和扫描。最后，我们又做了一次了不起的检查。我们把每辆车都开到汽车测试台上，然后对这辆大众汽车说“不”。但这一次，他们并没有叫它“柠檬”。从我们检查人员的酸涩的表情可以看出，这比检查出纰漏还要苦涩。因为这是最后一辆甲壳虫。所以这一次，只有这一次，我们把它叫做“青柠”。这个具有历史意义的名字意味着这是汽车史上最痛苦的消息。“青柠”永远不会上路，这意味着传奇的大众车型永垂不朽。我们已经采下了青柠，你可以在普埃布拉的大众汽车博物馆永远看到它。CreditsAdvertising Agency: Medina Turgul, İstanbul, TurkeyExecutive Creative Director: Ertuğ TuğalanCreative Director: Emre AltundağCreative Group Head: Burcu GünisterCopywriter: Emre AltundağArt Director: Burcu GünisterAccount Team: Zeynep Kızılcan, Fuat Cemiloğlu