as a car for winter. Three years later it was voted the best car for Norwegian winters. To advertise a car that looked like an orthopedic boot would have defeated me. But Bill Bernbach and his merry men positioned Volkswagen as a protest against the vulgarity of Detroit cars in those days, thereby making the Beetle a cult among those Americans who eschew conspicuous consumption. Robert Townsend, the eccentric head of Avis, asked me to do his advertising. When conflict with another client forced me to refuse, Doyle Dane Bernbach created one of the most powerful campaigns in the history of advertising. ‘When you’re only Number 2, you try harder. Or else.’ This diabolical positioning made life miserable for Hertz, who was Number 1. Click here for hi-res image.