Smart Smarteffect

  • EMOTION INTO ACTION SCORE 85.04
  • YEAR 2016
  • Parent company Daimler AG
  • AGENCY BBDO Portugal
  • CATEGORYAutomotive
  • SUB-CATEGORY Auto
  • REGION Continental Europe
  • COUNTRY Portugal
  • MEDIUM Digital

Our Opinion

Smart’s compact cars are popular in a lot of European cities precisely because their size makes driving and parking on narrow streets a lot easier. In this ad the brand exploits that perception, with what looks at first like CGI showing bigger cars shrinking to make room for a Smart. Then the ad switches genres into a candid-camera style, and you realise the cars really are shrinking. Smart has engineered cars that contract and expand specially. It’s a surprising and effective twist and one that gives Smart a 5-Star ating for this Portugese ad.