I don’t quite get this campaign. The copy says ‘Reinforced steel structure in the whole range’ and it promotes the new and improved SMART car. We might suppose that the car became stronger, but I’m not really sure it’s a good thing to make it look like you’re invincible now. I don’t think this campaign brings the message the way it should have, but I like the sponge cow, stones and lorry. That’s kind of cute. Maybe those three items are the most common thing you can bump in to in Spain, where the campaign ran. Still, … I’m not really convinced this is strong enough to have been awarded a Bronze Lion.
Type Of Advertisement: Newspaper
Category: Cars
Advertiser: DaimlerChrysler – SMART
Product or Service: SMART Car
Advertising Agency, City: Contrapunto, Madrid
Country: Spain
Creative Director: Antonio Montero/Jose Mª Cornejo/Fernando Galindo
Copywriter: Mikel Etxeberria
Art Director: Leandro Cacioli
Account Supervisor: Eva Mª Alvarez
Advertiser’s Supervisor: Jaime Olalquiaga
» Safe Helmets - Coolz0r - Marketing Thoughts
October 15, 2006 at 12:17 pm
[...] the road has been turned into bubble wrap, sponge and foam. I like the idea behind it and I can’t help but thinking the Contrapunto creatives sort of get their idea here for the Smart campaign that received a Bronze Lion at the latest Cannes festival. It doesn’t mean they duplicated it, because as you can see in the post I did about the Smart ads back in June, the approach is different. Perhaps the ’safe on the road’ concept just triggers these ideas with creatives worldwide. [...]