Smart: Fuel Efficient

Advertising Agency: BBDO, Montreal, Canada
Creative Director: Cher Campbell
Art Director / Copywriter: Tony Hird
Photographers: Dominique Malaterre, Tilt Inc
Client Services: Genevieve Clement
Published: December 2009

Related videos by Shutterstock

27 comments

McSimba's picture
McSimba
18 pencils

Smart is great. As usual.

------------------------------------------------------------------------------------
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.

tirthomitro's picture
tirthomitro
2724 pencils

smart ad for the smartest car

they showed me a picture & i laughed
dignity has never been photographed

morse's picture
morse
15826 pencils

Visually appealing ad.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

thedesignaddict's picture
thedesignaddict
5374 pencils

Simple & clear.

Bea's picture
Bea
95 pencils

smart. yup, that about sums it up.

tamer samy's picture
tamer samy
683 pencils

what is the benefit ?

federo's picture
federo
781 pencils

the benefit? are you sure you´re asking for the benefit?

esoparacomentar's picture
esoparacomentar
18 pencils

Smaller trunk and tank ;P

hilazon's picture
hilazon
150 pencils

nice approach

Mandark's picture
Mandark
407 pencils

well that delivers the message. but now, really, a smart takes 6.1L/100km in the city. (that is what the manual says, probably it takes 6.5)and the gas tank has only 33 L capacity. that means that the consumtion is not a lot lower than on other cars, it just means that u have to refuel more than on an other cars.

so, eventhough the ad is nice, it appeals only to those that really have no clue about what smart can realy do. maybe they should have stayed with the strongest claim they have: easy to park.

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

alexander_bickov's picture
alexander_bickov
3279 pencils

Boring

Brain-Art's picture
Brain-Art
1101 pencils

ok

eastflyrc's picture
eastflyrc
10 pencils

clear,but common

Mike.L's picture
Mike.L
79 pencils

ya, very common. where is the idea?

Elmārs Ārnieks's picture
Elmārs Ārnieks
840 pencils

too easy.

Life is a joke. Laugh.

pulchinela's picture
pulchinela
1059 pencils

its smart :)

K.I.D_PUNK's picture
K.I.D_PUNK
151 pencils

SOOOOOOOOOOOOOOOOO GOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOD!!!!!!!!!!!!!!

DanielSoares's picture
DanielSoares
126 pencils

it´s not that obvious. isn´t just that it´s only small. it´s also about little petrol consume ...

picopalqlea's picture
picopalqlea
999 pencils

great ad for a car that sucks big time and rubbish. very well done.

bubblestheclownfish's picture
bubblestheclownfish
618 pencils

+1 for Mandark and his research/rationale. As well - reserve gas cans are only used as a last resort for when you _actually_ run out of gas. If this car is SO miserly, gas shouldn't be a concern - don't allude to the fact that you actually might run out. As well these cans are used to give you enough to get you to the next gas station, so in theory you could actually get by using the smallest. I understand why they came up with this (makes a striking visual), but it seems more part of the creative _process_ rather than a finished piece.

pandyllero14's picture
pandyllero14
44 pencils

First idea... they could've gone further....

kagzmainah's picture
kagzmainah
631 pencils

i like the smart ads, they click

vagdz's picture
vagdz
248 pencils

Great ad. 10 years ago.

Hibon's picture
Hibon
3731 pencils

This is not new...it works for Smart but the french call this "déjà vu"

Simple ideas are the best !

Tommy G.'s picture
Tommy G.
897 pencils

Excellent.

kgeiger's picture
kgeiger
7092 pencils

The message is crystal clear, but I'm wondering where the metal is...
I can't believe I'm saying this, but a packshot actually wouldn't hurt.

mosho's picture
mosho
298 pencils

baby size in any thing always attract ppl
i like :)

Post new comment

Thank you for commenting. Please do not spam, be elaborate, respectful and helpful.
Log in or register to post comments