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Smart: Lorry
Reinforced steel structure in the whole range.
Agency: Contrapunto, Madrid, Spain
Creative Director: Antonio Montero, Jose Mª Cornejo, Fernando Galindo
Copywriter: Mikel Etxeberria
Art Director: Leandro Cacioli
Comments
frikkin brilliant!
i expect to see major clonage coming in the next few months/years.
Ha ha ha!
BrandSurgeon
lovely idea. Myabe it looks a bit photoshopped. The sponge clearly isn't actual size. But love the idea!
I agree. I would've done the shadow a bit sharper. But than, I wish I had this idea in the first place!
Great idea. But the execution is really crap. Is it for a client presentation or student work?
actually i saw this recently somewhere else... i think it was on the cannes lions website. yeah. i'm pretty sure.
The idea in itself is not entirely bad, but the execution is ugly as hell.
prefer the other two. hope it hasn't been done. great campaign.
Good message delivery, Good job with the truck.
I knew I should have stuck with those sponge sculpture lessons! I could be making millions!!
massive overpromise, if you hit a truck in a smart car they will be scraping you out of the grill and everyone knows it. too much of an exaggeration to be a beliveable benefit
Agreed that the execution looks "bad" so to say. But in a way, I like it because of that, it looks toyish (the trailer) giving more emphasis to the message.
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