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Agency Network: 
May 2011


Print advertisement 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
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Tripioso's picture

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.

Activity Score 470
Art Director at Grupo Wisa |

Life's a Trip. Enjoy the Ride!

luispiter's picture

me gusta la idea... bien

Activity Score 2756
mediaturge's picture

Maybe, it can be programmable!!?

Activity Score 141
Producer/Director at Media Art LLC
Billoughsby's picture

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

Very Freudian. Way beyond me.

Activity Score 5144
Art Director |

That's it.

kleenex's picture

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

Activity Score 51078
Web Designer/Developer
kurtberengeiger's picture

Please, someone help me. Explain...

Activity Score 7323
adadict's picture

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.

Activity Score 49
Art Director
spinsarah's picture

Surely I'm missing something here...

Activity Score 110
createwitty's picture

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

Activity Score 204
ace85le's picture

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

Activity Score 3935
Marketing Manager |


Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages

Kriativity's picture

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

Activity Score 414
vurtomatic's picture

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

Activity Score 364
nerio's picture

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..

Activity Score 166
Web Designer/Developer
niniasufle's picture

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.

Activity Score 407
Producer/Director at La Red TV
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