17-1839
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17-1839
Click on image to view high resolution
17-1839
Click on image to view high resolution
17-1839
Click on image to view high resolution
17-1839
Click on image to view high resolution

Offroad

[TV Spot]

Client

Daimler AG, Böblingen

Design

BBDO Proximity Berlin GmbH

creative managing director

Jan Harbeck, David Mously

creative direction

David Mously, Ton Hollander, Jens Ringena

art direction

Daniel Schweinzer

text

Lukas Liske, Momme Clausen

account management

Dirk Spakowski, Sebastian Schlosser, Jan Hendrik Oelckers, Joris Jonker, Mia Lücker

film production

Bigfish Filmproduktion GmbH

film direction

Daniel Warwick

music/sound design

Eardrum Music & Sound Design

Accompanied by heavy metal music, this TV spot shows a smart fortwo that drives around in a rough, off-road environment without any tracks or paths. In this rough terrain, the car tries to climb up a steep hill, cross a river and pass over large rocks, miserably failing every challenge. With these absurd images, the presumed weakness of the smart is turned into a strength, as the subsequent images of the spot demonstrate: just as SUVs are not made for the city, the smart fortwo is not made for off-road driving. Evoking a reversal conclusion, the subsequent images of the spot celebrate the urban environment. Unlike an SUV that is forced to circle around to find a parking spot, for the smart this is not a problem. On the contrary: the smart fortwo is perfect for the city. Realised in quick cuts, viewers follow this fast-paced ride that links the wit of the spot with coolness and the joy of driving.

Statement by the jury

»The humorously narrated story of the spot “Offroad” invests a lot of work into self-irony that is then turned around and projected positively onto the smart. This idea is conveyed convincingly through a series of highly sophisticated images full of wit and surprises.«

Sie wollen Ihre Projekte zum Red Dot Design Award einreichen? Hier geht es zum Anmeldeportal.

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