Other people quickly began to use the phrase. By the late 1950s, "planned obsolescence" had become a common term for products designed to break easily or to quickly go out of style. The idea of planned obsolescence was so widely known that, in 1959, Volkswagen made jokes about it in an advertising campaign. Volkswagen tried to make it look as though it did not use planned obsolescence: "We do not believe in planned obsolescence," the ads said. "We don't change a car for the sake of change." In the famous Volkswagen advertising campaign by Doyle Dane Bernbach, one advert showed an almost blank page with the line "No point in showing the 1962 Volkswagen, it still looks the same."