Now if you want an advert that sums up perfectly the brand message and product ethos as well as demonstrating the expertise, skill and commitment behind the product – this Smart Car advert is your boy. With on-trend music (“You Rascal You” by Hanni El Khatib), fun yet impressive content and a somewhat edgy feel, this advert blew my mind. Using a skateboard as a metaphor for this fun 2-seater car, the pair of skaters perform tricks and stunts demonstrating just how much fun can be had with the Smart Car.
The campaign also included a YouTube takeover and a newspaper wrap of the Evening Standard – simple but effective and perfectly executed.
Well done to London agency Weapon7 for this pearl in a sea of mediocre TV adverts. We salute you!