SMART FORTWO | OFFROAD | 2013
Turning weakness into a confident statement / SMART FORTWO "OFFROAD"
A tiny car takes a spectacular tumble off-road. Instead of hiding what's normally seen as a flaw, this ad shows it off proudly, then drops one line at the end: "SMART is as useless off-road as an SUV is in the city." That shameless confidence is just great.
The problem
The SMART FORTWO is a two-seater city car. Its selling point is how easy it is to maneuver around town, but its small size often got it labeled as underpowered. At the time, Europe was in the middle of an SUV boom, and there was a prevailing attitude that big, powerful vehicles were the way to go.
The insight
Instead of hiding its weakness, show it off. If SUVs are strong off-road, SMART is strong in the city. The thinking was that being upfront about what the car is and isn't good for would come across as honest—exactly what you'd want from a car built purely for city driving.
The idea
The ad shows a FORTWO getting stuck in mud, stalling on a hill, and generally failing to move forward on an off-road course, all set to a rap track that goes on and on. Then the tagline appears. Right after that, it cuts to a massive Chevrolet Tahoe giving up on trying to fit into a city parking spot. The SMART, meanwhile, parks in one try. The whole thing is built entirely around this one contrast.
What happened
Made by BBDO Germany. It won a Gold Lion in the Script category of Film Craft at Cannes Lions 2013, along with numerous other awards internationally, including ADC Europe and the Spotlight Awards.
Afterthought
Not hiding your weaknesses is actually a really powerful move. A brand that can honestly admit what it's good and bad at earns trust. Funny and honest—that combination alone is a win.
Awards
- Cannes Lions Gold 2013
