Smart. Car.

For me, these two words bring to mind images of the ridiculously tiny bug-like vehicles that have been making a buzz since its introduction some years ago. In North America where the notion “bigger is better” commonly prevails in the minds of its citizens, the German automaker wants consumers to start thinking small with its compact and forward thinking cars. The brand’s ““Against Dumb”” campaign was particularly interesting because unlike other companies that are pushing for more consumption, Smart USA is taking a different approach. As Sokolowsky mentions in BrandChannel, the electric car manufacturer is trying to raise brand awareness by condemning the awful American practice of over-consumption. Is bigger really better? Why do smart people do dumb things?

I remember how one inconspicuous marketing campaign caught the attention of many movie goers last year. 10 second videos followed by a black screen displaying the words “www.the-smart-class.com” played during commercials in almost every movie I went to.  What followed the abruptly ended clips were murmurs of “What just happened?” The ads definitely sparked interest in viewers. Really though, it was impossible to tell what product was being advertised. Back at home, I was surprised to discover that the Smart Fortwo was behind this campaign. On the website, curious viewers like me could find longer versions of all the videos, with each telling the full story behind every clip and presenting typical features of the Smart Fortwo in an unconventional and amusing way.

While these campaigns have yet to convince me to become a Smart car driver, they have definitely made me aware of the many positive aspects of the brand, such as how functional and ecofriendly it is. It’s no surprise that the surprisingly different Smart Fortwo is now widely recognized as the ultimate urban city car.