Giant shoehorn

February 2010

In conjunction with the opening of the 2010 Canadian International Autoshow, smart Canada is educating urban dwellers regarding one of the many benefits of driving a smart fortwo. A head-turning marketing initiative in downtown Toronto has wedged a giant shoehorn behind a smart fortwo, visually illustrating that the less than 3 metre smart fortwo can park almost anywhere. The display, parked in various high traffic downtown locations, also imparts the message: “Fits into tight places”, and prompts onlookers to visit “” The idea aims to demonstrate that just like your favorite pair of shoes, the smart fortwo can comfortably fit into any lifestyle. The smart fortwo is the most fuel-efficient two-seater in Canada, and it boasts a spacious interior, a 5-star crash safety rating and great agility to dart through traffic while avoiding potholes and other urban hazards. This unique and larger-than-life display playfully conveys that the intelligently designed smart fortwo is the ultimate tool to conquer the city. The ambient initiative will continue throughout the duration of the 2010 Canadian International Autoshow.

Ambient advertisment created by BBDO, Canada for Smart, within the category: Automotive.

Advertising Agency: BBDO Toronto, Canada

Comments (22)

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Highest Rated

Guest's picture

Great idea!

ek kanya's picture
ek kanya
Activity Score 814

sweeeeet! love this one!

am an advertising junkie | read my flog at

macluvin's picture
Activity Score 397

i dont know how you got in there and i don't know how you're gonna get out of that one. cool idea nontheless.

thedesignaddict's picture
Activity Score 5403

Nice idea.

FeliUmc's picture
Activity Score 44

@macluvin, maybe gray cars are part of the cast!

shitix-'s picture
Activity Score 234


DBB's picture
Activity Score 1216


sirvan's picture
Activity Score 29860

You don't need the shoehorn.


"I love some things, and don't love some other things."

Corbeen's picture
Activity Score 1093

its fresh way for saying message that smart sad 100 times before. I do not agree with you Sirvan, that the shoehorn is not needed there.
If u put it out, u get only a car not very well parked with some signs on the doors. Its quite good Job and i hope it will work well.

monsieurange's picture
Activity Score 520

Se arriesgaron al decir algo que ya se ha dicho a cerca de esta auto. Sin embargo lo resolvieron muy bien. :) Nice

Hibon's picture
Activity Score 3736

Cooooool, i love this a great simple idea.

Simple ideas are the best !

satrianee's picture
Activity Score 3748

Fun... Does this "little" card works for car sales in Canada?

loved this one better:

everartz's picture
Activity Score 7609

absolutely yes! very nice...

| everartz |

hilazon's picture
Activity Score 150

very simple & surprising!

vagdz's picture
Activity Score 261

Great job BBDO Toronto.

Dzsoi's picture
Activity Score 8479

The owner of those cards behind and in front of those Smarts will be so glad.

Mandark's picture
Activity Score 407

I just want to point out that the red and yellow smarts are parked between the same cars. it's just the photo taken from different parts of the street. it feels like a ghost. i don't know...I'm having a bad monday today.

"U think it's perfect?! Press delete and start again!"

suzie_y's picture
Activity Score 16

So cute and funny!

Truzan's picture
Activity Score 10

I really like the over all idea... Wish it you have been maybe worked a little more. The message is very clear, but the one thing that I just seemed to get hung up on is that the Smarts are being blocked in by the same two cars. It just has that setup feel. But other then that, great job.

Hiperion's picture
Activity Score 3138


CrackerJackFlash's picture
Activity Score 19502


rogi's picture
Activity Score 31


Guest's picture

Great idea!