City cement trucks

Agency Network: 
February 2011

To visually demonstrate the smart's smallest turning radius, city cement trucks will be transformed into naturally rotating mobile billboards with a smart fortwo coupe on their spinning cement drums. To minimize the environmental footprint, the branded trucks will drive along already established routes (construction sites) which will pass through some of the city's highly-trafficked areas.

Ambient advertisment created by BBDO, Canada for Smart, within the category: Automotive.

Advertising Agency: Proximity Canada/BBDO Toronto, Canada
Creative Director: John Gagne, Peter Ignazi, Carlos Moreno
Associate Creative Director: Rene Rouleau
Art Directors: Rene Rouleau, Andrew Mowbray
Copywriter: Rene Rouleau
Photographer: Don Dixon
Production: Rosanne Woodley
Agency PR: Shari Balga
Account Director: Adam Lang
Account Supervisor: Nevena Djordjevic
Vice President / Account Director: Steve Groh

Comments (12)

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Highest Rated

thedesignaddict's picture
Activity Score 5403

The creative bar was set when they did the Kryptonite lock ambient. Sadly, this ad pales in comparison.

Prasad Weerasekara's picture
Prasad Weerasekara
Activity Score 651

like it..

MatthiasT's picture
Activity Score 3

There is a much "smarter" way to dramatize the turning radius:

jackmancer2017's picture
Activity Score 6992

Well, that's very smart too - I like both, very much :) if one idea is perhaps bit better that doesn't make the other idea bad. You make it sound like that.

de_martin's picture
Activity Score 71

Nice but already done. Vedett, a Belgian Beer from the same brewery as Duvel, did this many years ago. Thay made and XXL beer bottle from the cement trucks (complete with shopped foam from spinning the bottle). And later they created a webbased game with these trucks on their site.
In fact, I like vedetts marketing strategy. They kept their wooden crates pretty long. And when thay changed to plastic crates, it became a luxe crate with soft rubber handles. They also printed unfamous models on the backlabel. This generated lots of buzz, and now you can order a complete crate with your uploade pic on all 24 bottles.

Image: .
Official Vedett site: (can't find the game anymore)

Duct tape is like the force. It has a light side, a dark side, and it holds the universe together... (Carl Zwanzig)

jackmancer2017's picture
Activity Score 6992

That's not the same. That's a bit like saying every print ad was been done before "since it's been printed on paper".

Helmet Chrome's picture
Helmet Chrome
Activity Score 260

Really? There has to be better ways to go about showing the benefit of this product..

Any truck working on a job site is going to get covered in dirt/mud/snow/cement, plus the back doesn't spin unless it's dumping cement so you're driving a truck around without showing off your dirt covered message?

... k

Glut's picture
Activity Score 3935

it´s well done but i think it will only work here. I´m agree with helmet chrome

HappyHour's picture
Activity Score 2381

Scam. And not even good scam.

luispiter's picture
Activity Score 2756

truck... car... what??

thedesignaddict's picture
Activity Score 5403

The creative bar was set when they did the Kryptonite lock ambient. Sadly, this ad pales in comparison.

Ron Burgundy's picture
Ron Burgundy
Activity Score 1630

agreed, i love this outdoor too

AdBuzzer's picture
Activity Score 1174

It's surely a surprising medium, but frankly speaking I doubt that the "audience" would grasp that it's about turning radius.