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Fuel Efficient

Agency Network: 
Published/Aired: 
December 2009
Smart:  Fuel Efficient
Smart Print Ad -  Fuel Efficient

Description

Print advertisement created by BBDO, Canada for Smart, within the category: Automotive.

Advertising Agency: BBDO, Montreal, Canada
Creative Director: Cher Campbell
Art Director / Copywriter: Tony Hird
Photographers: Dominique Malaterre, Tilt Inc
Client Services: Genevieve Clement
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Highest Rated

bubblestheclownfish's picture

+1 for Mandark and his research/rationale. As well - reserve gas cans are only used as a last resort for when you _actually_ run out of gas. If this car is SO miserly, gas shouldn't be a concern - don't allude to the fact that you actually might run out. As well these cans are used to give you enough to get you to the next gas station, so in theory you could actually get by using the smallest. I understand why they came up with this (makes a striking visual), but it seems more part of the creative _process_ rather than a finished piece.

bubblestheclownfish
Activity Score 614
Creative Director
McSimba's picture

Smart is great. As usual.

McSimba
Activity Score 18
Creative Director |

------------------------------------------------------------------------------------
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.

tirthomitro's picture

smart ad for the smartest car

tirthomitro
Activity Score 2758
Creative Director at Grey Global, India |

they showed me a picture & i laughed
dignity has never been photographed

morse's picture

Visually appealing ad.

morse
Activity Score 18159
Art Director |

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

thedesignaddict's picture

Simple & clear.

thedesignaddict
Activity Score 5403
Art Director at Freelance
Bea's picture

smart. yup, that about sums it up.

Bea
Activity Score 95
Art Director at AAA School Of Advertising
tamer samy's picture

what is the benefit ?

tamer samy
Activity Score 681
Photographer at LEAP STUDIOS |

TAMER SAMY
www.leapstudios.net

federo's picture

the benefit? are you sure you´re asking for the benefit?

federo
Activity Score 781
advertising agency
esoparacomentar's picture

Smaller trunk and tank ;P

esoparacomentar
Activity Score 18
hilazon's picture

nice approach

hilazon
Activity Score 150
Mandark's picture

well that delivers the message. but now, really, a smart takes 6.1L/100km in the city. (that is what the manual says, probably it takes 6.5)and the gas tank has only 33 L capacity. that means that the consumtion is not a lot lower than on other cars, it just means that u have to refuel more than on an other cars.

so, eventhough the ad is nice, it appeals only to those that really have no clue about what smart can realy do. maybe they should have stayed with the strongest claim they have: easy to park.

Mandark
Activity Score 403
copywriter |

"U think it's perfect?! Press delete and start again!"

alexander_bickov's picture

Boring

alexander_bickov
Activity Score 3281
Brain-Art's picture

ok

Brain-Art
Activity Score 1101
Graphic Designer
eastflyrc's picture

clear,but common

eastflyrc
Activity Score 10
Mike.L's picture

ya, very common. where is the idea?

Mike.L
Activity Score 79
Copywriter
Elmārs Ārnieks's picture

too easy.

Elmārs Ārnieks
Activity Score 840
home study |

Life is a joke. Laugh.

pulchinela's picture

its smart :)

pulchinela
Activity Score 1175
K.I.D_PUNK's picture

SOOOOOOOOOOOOOOOOO GOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOD!!!!!!!!!!!!!!

K.I.D_PUNK
Activity Score 151
Art Director at Advertising Agency Bangkok Thailand
DanielSoares's picture

it´s not that obvious. isn´t just that it´s only small. it´s also about little petrol consume ...

DanielSoares
Activity Score 126
Copywriter at Art Director @ AKQA San Francisco
picopalqlea's picture

great ad for a car that sucks big time and rubbish. very well done.

picopalqlea
Activity Score 999
bubblestheclownfish's picture

+1 for Mandark and his research/rationale. As well - reserve gas cans are only used as a last resort for when you _actually_ run out of gas. If this car is SO miserly, gas shouldn't be a concern - don't allude to the fact that you actually might run out. As well these cans are used to give you enough to get you to the next gas station, so in theory you could actually get by using the smallest. I understand why they came up with this (makes a striking visual), but it seems more part of the creative _process_ rather than a finished piece.

bubblestheclownfish
Activity Score 614
Creative Director
pandyllero14's picture

First idea... they could've gone further....

pandyllero14
Activity Score 46
Copywriter
kagzmainah's picture

i like the smart ads, they click

kagzmainah
Activity Score 631
Graphic Designer
vagdz's picture

Great ad. 10 years ago.

vagdz
Activity Score 261
Manhattan Ave, N.Y.
Hibon's picture

This is not new...it works for Smart but the french call this "déjà vu"

Hibon
Activity Score 3734

Simple ideas are the best !

Tommy G.'s picture

Excellent.

Tommy G.
Activity Score 897
Graphic Designer at Job seeking
kurtberengeiger's picture

The message is crystal clear, but I'm wondering where the metal is...
I can't believe I'm saying this, but a packshot actually wouldn't hurt.

kurtberengeiger
Activity Score 7327
Copywriter
mosho's picture

baby size in any thing always attract ppl
i like :)

mosho
Activity Score 298
Graphic Designer at Graphic designer |

Mohamed El Mahdy
www.sketchescs.com

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