Creativity

Mercedes-Benz: The Truth About Smart

While Mercedes Benz UK's pint-sized Smart ForTwo car appears to be anything but spacious and convenient upon first glance, London firm Agency Republic has launched a site for the automaker that hopes to prove otherwise.

The &am

Published on Aug 04, 2008

Editor's Pick

While Mercedes Benz UK's pint-sized Smart ForTwo car appears to be anything but spacious and convenient upon first glance, London firm Agency Republic has launched a site for the automaker that hopes to prove otherwise.

The “Truth About Smart” destination, with British narrator in tow, guides prospective car buyers through a series of five interactive videos that highlight the Smart ForTwo’s comfort, safety, space, fuel economy and other features. Before the video plays in each section, visitors are prompted with a multiple-choice question. In the comfort section, for example, you’re presented with four people of varying heights ranging from 4’11” to 7’2”. You’re then asked who is the tallest person who could drive away comfortably in a Smart car, which leads to a video showing people of that height (we won't ruin the suprise here) easily getting in one and heading off.

Along the way, other sections show how Smart’s Tridion safety cell helps the car withstand heavy impact from even a wrecking ball, or how Smart ForTwo's 33-liter tank can take you 415 kilometers from London to Edinburgh.

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About

Credits

Date
Aug 04, 2008
Client:
Mercedes-Benz
Agency:
Agency Republic
Executive Creative Director:
Gavin Gordon-Rogers
Production Company:
Republic Film

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