Other work in this campaign:


Other work for SMART:



SMART/StoriesSMART/StoriesSMART/Stories

The second campaign we created for SMART helped build on the strategy of informing the target audience of the surprising benefits of owning a SMART car.

This tiny car had a tiny media budget. No big over-blown 90-second spectaculars during Coronation Street. We looked to TV idents.

But there’s a problem using TV idents – you’re not allowed to have an overt sales message in a TV ident.

We didn’t see this as a problem; we saw it as an opportunity. The TV idents were used as trailers to the main ad – the idents delivered intriguing half stories – the full stories – and 90 second spectaculars - revealed themselves on the bespoke thinksmart.co.uk website.

The second campaign we created for SMART helped build on the strategy of informing the target audience of the surprising benefits of owning a SMART car.

This tiny car had a tiny media budget. No big over-blown 90-second spectaculars during Coronation Street. We looked to TV idents.

But there’s a problem using TV idents – you’re not allowed to have an overt sales message in a TV ident.

We didn’t see this as a problem; we saw it as an opportunity. The TV idents were used as trailers to the main ad – the idents delivered intriguing half stories – the full stories – and 90 second spectaculars - revealed themselves on the bespoke thinksmart.co.uk website.

The second campaign we created for SMART helped build on the strategy of informing the target audience of the surprising benefits of owning a SMART car.

This tiny car had a tiny media budget. No big over-blown 90-second spectaculars during Coronation Street. We looked to TV idents.

But there’s a problem using TV idents – you’re not allowed to have an overt sales message in a TV ident.

We didn’t see this as a problem; we saw it as an opportunity. The TV idents were used as trailers to the main ad – the idents delivered intriguing half stories – the full stories – and 90 second spectaculars - revealed themselves on the bespoke thinksmart.co.uk website.