Agency Network: 
November 2011
Smart Ambient Ad -  Fine


We placed traffic fines on cars that were double-parked or badly parked on major streets around the city. When drivers read the traffic fine amount they discovered that if they were to buy a smart, for just 8.990€, they could easily park anywhere.

Ambient advertisement created by BBDO, Spain for Smart, within the category: Automotive.


Buy yourself a smart from just 8.990€ and forget about anymore fines.

Advertising Agency: Contrapuntobbdo, Madrid, Spain
Creative Directors: Felix del Valle, Carlos Jorge
Art Director / Copywriter: Raúl López
Photographer: Antonio Gutierrez
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Jexep's picture

It would be illegal here in Bangkok for fabricating government documents.

Activity Score 182
Planner at BrandBaker |

my marketing blog (Thai Language):

andylefty's picture

Not liking this. The message doesn't make sense to me. A smart car won't help you drive better and you're eliminating so many people who might want a smart car because they're parking well.

Fist anywhere is great though.

Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
andylefty's picture

Also parking fines are currently being done a lot and are a massive headache for people.

Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
morse's picture

Good idea, but I think police will be all over this.

Activity Score 18024
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Awfer1's picture

Fist anywhere!

Activity Score 10
baliquez's picture

Touching other's property to place ads on it is not a good idea.
Enrage them with the very same ad that looks like a fine what they didn't deserve is even worse idea.
But the worst idea is thinking that this ad will improve sales or be of any good for the brand. It will not.
It will be teared to small pieces and the only result will be anger and intolerance with drivers who already driving a Smart.

Activity Score 99
Art Director
MicheleVirgilio's picture
Activity Score 2617
stickynotes's picture

Good insight, lame excecution.

Activity Score 1094
PDF's picture

an old idea but still funny !

Activity Score 66
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