Description
VW Bug – Black and white 10″ x 13″ ad that deals with the fact that Volkswagen is so concerned with giving the public a superior product that they will resort to overdoing the job. The ad has a picture that shows four VW Bug bodies stacked, one on top of another, and the ad headline laments that “Volkswagen overdoes it again: 4 coats of paint”. The ad text explains why they feel it is necessary to use four coats of paint and why when three would be more than enough. For the same reason that they do the inside of the door jamb like the outside of the car and why they seal the underside of the car more like a ship’s bottom than a car’s. They claim that coat one goes on and then it is baked. Coat two then goes on and it is baked again. Then they sand every visible inch by hand. Then Coat Three goes on, baked and sanded again. Then, finally, coat four is applied and baked. These four coats gave the impression that you wouldn’t look at it, you would look into it.
Source: March 10, 1961 Life magazine.
