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Agency Network: 
May 2011

Print advertisment created by Ponto de Criacao, Brazil for Smart, within the category: Automotive.

New smart. With a MHD engine with start-stop function that automatically shuts down the car when idle, saving fuel and protecting the environment.

Advertising Agency: Ponto de Criação, São Paulo, Brazil
Executive Creative Director: Ana Paula Marques
Creative Director: Caroline Freire
Art Director: Cristiano Canguçu
Copywriter: Caroline Freire
Art Directors: Cristiano Canguçu, Nando Zenari, Cassio Tisseo

Comments (14)

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Tripioso's picture
Activity Score 470

do they call it smart? That means it'll trun off in a traffic light, or in a traffic jam? What about waiting for someone to drop in, and the car shuts down while waiting, suffocating you for not having the A/C working.

Sounds more like cumbersome than smart.

Life's a Trip. Enjoy the Ride!

luispiter's picture
Activity Score 2756

me gusta la idea... bien

mediaturge's picture
Activity Score 141

Maybe, it can be programmable!!?

Billoughsby's picture
Activity Score 5144

A toaster? Really? And with wings? In hot pursuit of a slice of bread?

Very Freudian. Way beyond me.

That's it.

kleenex's picture
Activity Score 50548

You must be forgetting the classic Windows screensaver of the same type????

kurtberengeiger's picture
Activity Score 7323

Please, someone help me. Explain...

adadict's picture
Activity Score 49

I think they are trying to say that the car is smart by shooting down itself like a compter when is idle, but the comparison is way removed from the car context. Very confusing if you ask me.

spinsarah's picture
Activity Score 110

Surely I'm missing something here...

createwitty's picture
Activity Score 204

how ironic...dumbest campaign for a product calld smart...

ace85le's picture
Activity Score 3935

Did I or did I just walk into a secondary art class.


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Kriativity's picture
Activity Score 414

car and toasters?mind has gone with the wind..

vurtomatic's picture
Activity Score 364

Too tenuous an analogy. And to the kids on this site—the visual references an old Mac screensaver.

nerio's picture
Activity Score 166

that is exactly the first thing I thought of... not sure what the connection is between the car and the toaster though...

here is a video of the screensaver..

niniasufle's picture
Activity Score 407

They got the wrong insight... I think they were trying to say that the car might look like a toaster, but better open your mind for all the beneficts that the car has...
Anyway is just my guess... too obtuse+ bad art direction+ wrong insight = this ad.