Smart Center Rio de Janeiro: Evolution always compacts, Mastodon

Evolution always compacts

Advertising Agency: Conexão, Rio de Janeiro, Brazil
Creative Director: Eduardo Silva
Art Director: Adriano Benevides
Copywriter: Pedro Rosadas
Published: September 2011


vote4pedro's picture
4601 pencils

Cute idea. But none of the animals shown evolved from the examples given.

stevel's picture
423 pencils

jesus, how many agencies have smart car as a client???

andylefty's picture
4539 pencils

Don't mind this but does not make the car appealing.

NicoCiego's picture
1035 pencils

Evolution always compacts-- well, not always.. but the concept is not bad.

Jaap Grolleman's picture
Jaap Grolleman
6996 pencils

Exactly my thought too. I'm stumbling over the word 'always'.

Cofnic21's picture
4 pencils

not bad

The JACK's picture
438 pencils

truly...!!!!! nice one..

Billoughsby's picture
5097 pencils

Pizza: It's An Evolutionary Game-Changer™

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

jponino's picture
601 pencils

good idea, message easily understandable, on the other side, how many times did we see ads with this concept : evolution?
still good anyway, customers will find it kindda clever ( except geologists lol 'cause, oubvioulsy the ancient animals are not always what they show as a result of evolution ;) )

stickynotes's picture
1085 pencils

Nice and simple campaign, with a cool side blow to all the big city SUVs.

kleenex's picture
36286 pencils

not bad, but not that great either.

thedesignaddict's picture
5415 pencils

This is crap. We all know the Smart car is small, so what's the point of illustrating the most obvious feature of the car (in a boring way)?

Massive waste of creative potential.

Nike Diesel's picture
Nike Diesel
13389 pencils


AliHamze's picture
27 pencils

If evolution made animals smaller.. I'm pretty sure it wasn't because of parking spaces or petrol saving! This "size" difference evolution happened only with animals and has nothing to do with "smartness".

ilievavera's picture
4 pencils

Well, evolution does not always compact. See the horse for instance. It was only 30 cm tall back then ;-)

Migzter13's picture
973 pencils

It also works for phones I guess. The idea is simple yet straight to the point.

Stop Mediocrity. Start Creativity.
There are two kinds of people in the world; people who like mustangs (cool people) and people who like camaros (idiots).

vote4pedro's picture
4601 pencils

Except phones are getting bigger again. Soon it'll be hard to tell them apart from ipads.

MicheleVirgilio's picture
2617 pencils

Good idea.

Spanky's picture
4899 pencils

Technically, evolution almost always makes animals bigger. The dinosaurs evolved to their massive sizes over millions of years because they had overly abundant resources and only limited predators. Then they were wiped out by a asteroid. And life started over with more limited resources (less food due to different atmospheric conditions), thus current life on Earth isn't a big as it was before. So like a Smart car in a head on accident, these ads aren't quite as smart as they claim to be.

LittleJoe's picture
345 pencils

not all those who look at this ad are university profs...

Spanky's picture
4899 pencils

Neither am I. But I was awake in 5th grade science.

JensH's picture
111 pencils

Nice concept.

Abhishek Parikh's picture
Abhishek Parikh
568 pencils

The copy is making a large claim. Irrespective, the idea generates attention. THE IDEA... NOT THE CAR.
(If you're reading this comment, try recalling the name of the car!)

prabhakar uppari's picture
prabhakar uppari
58 pencils

i like this campaign

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