2012 Volkswagen Beetle: "It's Ugly, but It Gets You There"
August 27, 2012
Back in 1969, Volkswagen ran a print ad with the tag line, "It's Ugly, but It Gets You There." However, instead of displaying an image of its Volkswagen Beetle it featured the U.S. Lunar Module, the first of many lunar excursion modules to land on the Moon. Clever considering the ad used one of the greatest feats in human history and one of the most watched events -- Astronaut Neil Armstrong walking on the moon!! -- to catch consumers' eyes but also came across as so honest as at that time Volkswagens were considered eyesores.
But looking at our 2012 Volkswagen Beetle AND the Mars Rover Curiosity, that tag line wouldn't work as well today. Talk about gorgeous machines. We've certainly come a lonnng way.
Here's to risk takers and adventurers constantly taking us outside our comfort zone. RIP Neil Armstrong.
Caroline Pardilla, Deputy Managing Editor