In the 1960s Reeves' techniques began to fail. Consumers became more savvy and learned to tune out uninteresting commercials, and within the advertising industry itself the Creative Revolution, exemplified by Doyle Dane Bernbach's "Think Small" campaign for the Volkswagen Beetle. The Creative Revolution rejected many of his precepts though some might argue that the "Think Small" does conform to the rules set out in Reeves' book "Reality in Advertising" because it highlights what is most unusual about the Beetle, namely its small size and distinct shape. Reeves retired at age 55. He declared that he had always planned to retire at that age, but many of his competitors felt it was because of the decline in his influence.