Smart: Slim

Fits everywhere.

Advertising Agency: Jung von Matt, Zurich, Switzerland
Art Director: Hisham Kharma
Copywriter: Sergio Penzo
Published: 2007


iT-iS-i's picture
1721 pencils

And the saga continues... Nice.

Add insult to injury then burn the candle at both ends.

:: Put your ears against the ground so i can walk over what you heard::

Ghandour's picture
24 pencils

Wow..its really just an awesome ad..'s picture
1021 pencils


Crisp One's picture
Crisp One
2005 pencils


john ler's picture
john ler
667 pencils

Congrats !

fen1x's picture
471 pencils

huh great ! Really nice idea.

Vicomte's picture
287 pencils

Great idea! Glückwunsch!

ronstr's picture
140 pencils

clever! nice.

ronstr's picture
140 pencils

clever. nice.

Audrius Kubrik's picture
Audrius Kubrik
828 pencils

the jag, mercedes and that little acne one are the products of the same big company, right? or...

postman's picture
951 pencils

No, they're not. Smart and Mercedes-Benz are brands of the Daimler company, but Jaguar isn't.


leaking bucket.'s picture
leaking bucket.
136 pencils

Nice, but what a tough media buy. I doubt this is real and if so, Mercedes and Jag need to have a bit of a chat to their media buying department.

Nolan's picture
189 pencils

Great! Excellent work.

Frits Harkema's picture
Frits Harkema
713 pencils

Cool, but in the Netherlands you would have been taken to court by Mercedes and Jaguar. So, I assume it was done once and at one place only. For festval purposes only. That makes it a bit less good.

copywriter.txt's picture
828 pencils

Why? The billboard don't say anything about Mercedez or Jaguar.

Kateter's picture
2029 pencils

yes, why?

Heads's picture
194 pencils

Congrats. Supi! 8/10.

Senhora Kolossa's picture
Senhora Kolossa
483 pencils

wtf? seems to be a pupils comment!

Tripioso's picture
470 pencils

I don't really like it.

The concepts looks good, but taken to real, it is not vicible enough and its hard to perceive, since you must to stop in front of the mini ad to see what's is there. It could have been a small space, but more eyecatching, in order to attarct you to see between the two other ads

Life's a Trip. Enjoy the Ride!

Senhora Kolossa's picture
Senhora Kolossa
483 pencils

very smart.
i mean, the product.

funky_frogii's picture
2536 pencils

when there is a benz at the left,who the ll see any other car?

love anything creative

Infected by a virus called CREATIVE | "And ya I Love Everything" |

Zeus's picture
912 pencils


David Hasselblad's picture
David Hasselblad
120 pencils

I like it so much I don't care if only advertising people will ever notice it..

purplerodent's picture
123 pencils

Mindhunter: is this for reall in terms of the cars having adjacent billboards, this looks alittle fake, if it is.......... really what are the media guys doing.


whitespace's picture
1953 pencils

Pretty good media idea... though I think I would have walked past it without realising.

sparky's picture
454 pencils


tkondomi's picture
3 pencils


Kateter's picture
2029 pencils


NatalieM's picture
1685 pencils

Very clever idea.

dico's picture
332 pencils
des's picture
147 pencils


Crusty555's picture
51 pencils

For this one place, it is nice.
You will not find many other adequate places for this idea.
For awardshows ok, real life no.

Alistair C.'s picture
Alistair C.
692 pencils

clap, clap, but too small to notice, in my opinion.

Luiza Lucky's picture
Luiza Lucky
59 pencils

It looks fake to me.
The idea is brilliant, however... one would only notice this mini-billboard by luck.
(and it gets a little harder with a Mercedes next to it haha)

Ahussein78's picture
27 pencils

7elwa ya kharma ;)

BuzzWoof's picture
8 pencils

This is a typical example of people awarding a prize to something for being creative which is probably about as effective in tangible terms as a wet flannel. If I was the PM on this brand I'd reject this ad outright as IT WON'T GET NOTICED. Is there any evidence (advertising effectiveness research?) that the ad actually a) achieves good awareness b) fulfils messaging objectives.

If so, then give it a prize!

stafroo's picture
32 pencils

nice , but why mercedes

whatsamatta's picture
18 pencils to you

artbum's picture
69 pencils

Ok, now would the Smart people also buy the two competitor's billboards which are MUCH bigger, giving them free ads??

A 'smarter' execution would be to place some fake ads for fake cars sandwiching the SMART. What do you think?

VanWilde's picture
15 pencils

This "idea" is a winner!

I would just like to see how this campaign is executed across magazines, other billboards, etc. If it can keep the spirit of the campaign and is executed differently/correctly in each enviroment...

SMART, you have a campaign that could have AMAZING staying power.

imagine watching a mercedes commercial and a SMART ad slowly creeps in?

BuzzWoof's picture
8 pencils

"imagine watching a mercedes commercial and a SMART ad slowly creeps in?"

As it's the same company, and they deliberately didn't launch the SMART under the Mercedes umbrella brand, they're not likely to do that! Cannibalisation...

Basically the idea is nice, but it's a publicity stunt and just a concept on paper.

guni's picture
9 pencils

great.. visual speak for its self..

bluesprint's picture
44 pencils

You're all missing the point. This was done just for the come on!

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