Smart: Screensaver Toaster

New smart. With a MHD engine with start-stop function that automatically shuts down the car when idle, saving fuel and protecting the environment.

Advertising Agency: Ponto de Criação, São Paulo, Brazil
Executive Creative Director: Ana Paula Marques
Creative Director: Caroline Freire
Art Director: Cristiano Canguçu
Copywriter: Caroline Freire
Art Directors: Cristiano Canguçu, Nando Zenari, Cassio Tisseo

May, 2011


Tripioso's picture
470 pencils

do they call it smart? That means it'll trun off in a traffic light, or in a traffic jam? What about waiting for someone to drop in, and the car shuts down while waiting, suffocating you for not having the A/C working.

Sounds more like cumbersome than smart.

Life's a Trip. Enjoy the Ride!

luispiter's picture
2756 pencils

me gusta la idea... bien

mediaturge's picture
141 pencils

Maybe, it can be programmable!!?

Billoughsby's picture
5144 pencils

A toaster? Really? And with wings? In hot pursuit of a slice of bread?

Very Freudian. Way beyond me.

"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

kleenex's picture
40630 pencils

You must be forgetting the classic Windows screensaver of the same type????

kgeiger's picture
7287 pencils

Please, someone help me. Explain...

adadict's picture
49 pencils

I think they are trying to say that the car is smart by shooting down itself like a compter when is idle, but the comparison is way removed from the car context. Very confusing if you ask me.

spinsarah's picture
110 pencils

Surely I'm missing something here...

createwitty's picture
204 pencils

how ironic...dumbest campaign for a product calld smart...

ace85le's picture
3939 pencils

Did I or did I just walk into a secondary art class.


Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages

Kriativity's picture
416 pencils

car and toasters?mind has gone with the wind..

vurtomatic's picture
364 pencils

Too tenuous an analogy. And to the kids on this site—the visual references an old Mac screensaver.

nerio's picture
166 pencils

that is exactly the first thing I thought of... not sure what the connection is between the car and the toaster though...

here is a video of the screensaver..

niniasufle's picture
407 pencils

They got the wrong insight... I think they were trying to say that the car might look like a toaster, but better open your mind for all the beneficts that the car has...
Anyway is just my guess... too obtuse+ bad art direction+ wrong insight = this ad.

Log in or register to post comments