Here’s a new series of ads for the SMART car that were created in Spain. Although they’re not ‘on the edge’ or ‘provoking’, I do like the fact that they use the mysteries of life and mankind to promote the product. Bigfoot, the monster of Loch Ness, ghosts in general and UFOs are probably the most chased secrets or urban legends around and they get a lot of attention. Some raw and unclear footage is always emerging every here and there to add oil to the fire of the story. Believers claim it’s all for real, sceptics say it’s just plain silly. That’s exactly what the SMART for four is. You have people who are pro all the way, and you have people who find it a ridiculous car. Either way, it gets a lot of attention. The reason why they’ve chosen these iconic myths is in the copy of the print ads: “Nobody will believe you’ve seen a price like it”, pointing to the extreme low price of purchase. Oh well. I’ve seen a lot of ads that were far more worse then these ones. In fact, I even like these ones a little. At least it’s something else than ‘just a car in motion on some deserted road’.
Print:
Commercials:
Google Links: Clip 1, Clip 2, Clip 3
YouTube: Link 1, Link 2, Link 3
What I like about the commercials is that they have this typical ‘home made’ feeling like most of those clips about UFOs, BigFoot or ghosts. Accidentally recorded, so it seems. A nice punch in the face of those who’ve faked many stories to gain their 15 minutes of fame. The clips have been seeded to YouTube, but I’ve uploaded them to GoogleVideo.
Agency: Contrapunto, Madrid, Spain