I am an advertising major and as a result, I spend most of my classes watching cool, inspiring, funny, and sometimes heart-wrenching ads (sounds like a pretty good gig if you ask me). So, naturally as the semester progresses, I am sure I will be writing more and more of these posts about awesome advertisements!
This is an ad I saw today in class for the SMART car. It was an ad created by an agency in Germany and it won awards from the Cannes Lions International Festival of Creativity (say that ten times fast). Essentially, this is the big awards show for advertising. Think: The Grammys, the Cannes Film Festival, The Oscars, The Golden Globes, etc. If you are recognized at this festival, you’re in the big leagues.
What makes this ad so brilliant, as you can see if you watched it, they admit that the Smart Car isn’t the best at everything (obviously, you can’t fit ANYTHING useful inside it). It shows the car trying to perform different off-road tasks and how it fails. They manage to almost give the car a sort of personality throughout the ad. It struggles with tasks that an SUV might find easy, but then at the end of the spot it ultimately triumphs over its larger competition. I almost felt bad for it trying to make it up the hill.
Now, the creators of the ad obviously know that people who love off-roading and getting down and dirty in their vehicles aren’t going to necessarily find this ad appealing. That fact, is part of the reason this ad is so strong. They know who they’re targeting and they know how to appeal to them. This is a perfect ad for people who live and work in the city. If they are even going to purchase a vehicle, which I am sure most of them don’t consider it, they will probably think of Smart Cars first. They capitalize on the particular strength of the vehicle and promote it as a strong selling point. It is a tiny car, good on gas, and can pretty much park everywhere that other cars can’t.
Great advertisement. I’m not a huge fan of Smart Cars, but this ad does make you feel good about their product.