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Think Small
A 1967 promotional book titled Think Small was distributed as a giveaway by Volkswagen dealers. Charles Addams, Bill Hoest, Virgil Partch, Gahan Wilson and other top cartoonists of that decade drew cartoons showing Volkswagens, and these were published along with amusing automotive essays by such humorists as H. Allen Smith, Roger Price and Jean Shepherd. The book's design juxtaposed each cartoon alongside a photograph of the cartoon's creator.
- GenresHumor
76 pages, Hardcover
First published January 1, 1967
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Displaying 1 - 5 of 5 reviews
May 20, 2021
My parents were not book readers. There were just a few in the house when I was a tot, mostly architectural, as my father happened to be an architect. And then one day I found this. A little cartoon book. All cartoons featuring Volkswagen Beetles, which we happened to have as well. I loved flipping through it, even if I couldn't read the captions yet. My hand to God, it was the only remotely "fun" thing my parents had lying around.
Cut to 2020, walking around my neighborhood a lot more thanks to the pandemic, and there's a house around the corner with a vintage Army green Beetle parked out front. Which gets me thinking about the one my parents had. And then one day I remembered that little cartoon book. I got home, Googled "VW cartoon book," and this came up right away.
What is it? A VW promotional item. If you bought a Beetle in 1967, they threw in the cartoon book, which I guess makes more sense than giving away a toaster. And that's why my parents had one.
I hit Amazon next. Plunked down five bucks for the first used one I saw, and a week later, Zowie! Instant time warp back to my early childhood. I was literally trembling.
And who knew there were little humor articles as well? I particularly like the one by Jean Shepherd, who everyone my age knows as the adult narrator voice of "Ralphie" in A CHRISTMAS STORY. Here, Shepherd writes about once seeing a used car called a "Rockne," which his Old Man (the great Darren McGavin in the movie!) dismisses as a lemon. As an adult, Shepherd says he never again saw or heard of a Rockne in his life, and wonders if he simply imagined the whole thing as a kid.
I immediately Googled it, and by God, there was indeed a Rockne car, named for the great coach, made by Studebaker in 1932 and discontinued the following year, an utter failure.
Hell, now I want one. Anybody got any leads?
Cut to 2020, walking around my neighborhood a lot more thanks to the pandemic, and there's a house around the corner with a vintage Army green Beetle parked out front. Which gets me thinking about the one my parents had. And then one day I remembered that little cartoon book. I got home, Googled "VW cartoon book," and this came up right away.
What is it? A VW promotional item. If you bought a Beetle in 1967, they threw in the cartoon book, which I guess makes more sense than giving away a toaster. And that's why my parents had one.
I hit Amazon next. Plunked down five bucks for the first used one I saw, and a week later, Zowie! Instant time warp back to my early childhood. I was literally trembling.
And who knew there were little humor articles as well? I particularly like the one by Jean Shepherd, who everyone my age knows as the adult narrator voice of "Ralphie" in A CHRISTMAS STORY. Here, Shepherd writes about once seeing a used car called a "Rockne," which his Old Man (the great Darren McGavin in the movie!) dismisses as a lemon. As an adult, Shepherd says he never again saw or heard of a Rockne in his life, and wonders if he simply imagined the whole thing as a kid.
I immediately Googled it, and by God, there was indeed a Rockne car, named for the great coach, made by Studebaker in 1932 and discontinued the following year, an utter failure.
Hell, now I want one. Anybody got any leads?
June 10, 2021
Found this in a secondhand bookstore, bought it since I'm always on the lookout for Charles Addams cartoons. The collection is very entertaining, an eclectic mix of New Yorker-style cartoons from a period I really enjoyed, and the essays were amusing as well.
Interesting to realize this book was more or less an advertising gimmick, but the quality of the writing and cartoons is good and there's something very high-end about the hardcover format it's in.
Interesting to realize this book was more or less an advertising gimmick, but the quality of the writing and cartoons is good and there's something very high-end about the hardcover format it's in.
June 19, 2015
Privately published collection compiled by Volkswagen of America - the covers had stickers attached with contact info for the various regional dealers. An absolutely brilliant piece of marketing - no one ever throws books away. The vast majority are one panel New-Yorker style cartoons riffing on the VW's small size, although there are a few humorous essays of a more generally automotive nature included as well.
April 3, 2025
This is neat for what it is, published in 1967 and showcasing a bunch of cis white male artists/creators who answered the call of vw. There wasnt a single woman or non-white person but thats why i mention the context. This is a lil ad book made by the vw co, for the audience with the most buying power in the 60s. Picked it up at.my local vw dealership.
January 16, 2012
This fun little book was apparently handed out "compliments of your Volkswagen Dealer". Featuring cartoons by Charles Addams, William Steig, Gahan Wilson, and a raft of other famous New Yorker cartoonists. Also some humorous essays, most notably by Jean Shepherd. And all concern *SURPRISE* - Volkswagen vehicles!
Forward by Herb Valen.
Forward by Herb Valen.
Displaying 1 - 5 of 5 reviews