Smart: Alley, 1

Open your mind.

Advertising Agency: BBDO Toronto, Canada
Creative Director: Ian MacKellar
Art Director: Jaimes Zentil
Copywriter: Craig McIntosh
Retouchers: Jano Kirijian, Sam Robbins
Photographer: Shanghoon Jeong
Typographer: Evan Dermit
Senior Account Director: Steve Groh
Account Manager: Andrew Hayes

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12 comments

thedesignaddict's picture
thedesignaddict
5393 pencils

I like the photography, but the line stinks.

'Open your mind' is a totally vacuous statement. The benefit of the visual proposes it that the Smart Car goes place other cars can't. If the line reinforced this claim the ad would have worked for me. As is, it totally misses the mark. I'm surprised the CD didn't recognize this disparity.

atb2005's picture
atb2005
13567 pencils

They mean open your mind to other possibilities. But it's vacuous indeed (and trite too). The overall look of this campaign is a little too plain, simplistic, and Smart is such a cute funky looking car. They need to use some color, humor, etc and they do that on their site. Check out: http://www.the-smart-class.com/index.php?id=5&L=10 They should definitely play up the fun factor in their print ads. Finally, don't put white (tagline) against whitish background.

SpaceDude's picture
SpaceDude
42 pencils

like the photos although I think the concept is vague. Maybe without the copy and a pack (small) showing the car....but anyway, good routine work

SpaceDude's picture
SpaceDude
42 pencils

like the photos although I think the concept is vague. Maybe without the copy and a pack (small) showing the car....but anyway, good routine work

raulbanderas's picture
raulbanderas
357 pencils

i like it

Istiko's picture
Istiko
165 pencils

oh god, please there is someone here could explain me, what is this meaning about?

perromalo's picture
perromalo
429 pencils

Would have worked better without the tagline. I like the campaign

alexander_bickov's picture
alexander_bickov
3279 pencils

Nice

luispiter's picture
luispiter
2756 pencils

increible

IRONWORKS's picture
IRONWORKS
222 pencils

C'mon Art Director, never put the tagline in white on a light background

Dzsoi's picture
Dzsoi
6293 pencils

Pleeease, "Open your mind" is the constant slogan/motto/tagline of Smart, not a headline for this concept.

Guest's picture
Guest

brilliant!Bravo

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