When is a lemon not a lemon?

Gorilla Of course it’s not a gorilla, it’s a lemon. And here is the ad that inspired. In it, Bill Bernbach – one of the godfathers of modern advertising, describes his client’s new product as a lemon; a dud, a reject, no good. Readers at first thought Bernbach was mad. Why would he possibly describe the VW Beetle like that? But they had never seen advertising like this before – advertising that engaged them and made them think. So, they read on. And DDB’s advertising explained that not all Beetles were lemons, just this one, because this one had a blemish on the chrome strip of the glove compartment and was therefore rejected and sent back to the line to be made perfect. Readers then underst

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