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Prior to the "A Diamond is Forever" campaign which launched in 1948 and was named by Advertising Age as the most effective campaign of the 20th Century diamond rings weren synonymous with marriage or engagement,
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VW Think Small ad pioneered the use of irony and wit in advertising

humbly shattered those conventions,
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The Beetle was a car that Americans did not want. It was made by Germans,
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"It was self deprecating. It was the first post modern ad," Bob Garfield, an advertising industry consultant and former columnist for Advertising Age,
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"Hitherto all advertising had been as serious as a thrombosis. That ad ushered in a whole era of humour,
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VW followed up with the famous "Lemon" ad, which informed car buyers of VW process of weeding out bad vehicles, while cheekily nodding at worries that the Beetle itself was a lemon.

Many advertisers followed suit. Perhaps most notably Avis rental cars, whose We Try Harder campaign made a virtue out of their second place position in the US market.

The Marlboro Man

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The Marlboro Man transformed the brand into an ultra masculine accessory

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Unlike Ronald McDonald,
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The campaign was wildly successful Marlboro sales increased 300% in the two years after the ad debuted in 1955,
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"There is just a handful of ads ever created that have actually become more important than the product itself, that created wealth and built fortunes,
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The Marlboro Man did that through the simple insight that a person cigarette could speak to his or her self image.