Creativity

Is Smart's New City Car Enormous? Auto Brand Pranks Its Customers Ahead of Redesign

Brand Creates Entire Marketing Video Promoting Virtues of Giant Car

Published on Jul 18, 2014

Editor's Pick

Smart's USP is its compact size. So, when the company produces a new video purporting to show a revolutionary new design -- a massive car -- its customers are kind of bewildered. Their reactions are funny but perhaps not quite as hilarious as the fake marketing video itself, in which the company spouts some ridiculous rationale about why big equals good. For example - you'll never have to spend hours hunting for your car again. And your car will create such as massive slipstream, other cars in its wake will save on fuel.

The video, and prank, are being launched to tout Smart's 2016 Fortwo, the brand's first major redesign since its launch in 2008. It goes on sale in Europe this fall, and it will come to the U.S. a year later.

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About

Credits

Date
Jul 18, 2014
Client:
Smart

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