19-02011
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19-02011
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19-02011
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19-02011
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19-02011
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19-02011
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smart – Shock

[TV Commercial]

Client

Daimler AG, smart, Böblingen

Design

BBDO Berlin

Account Management

Jan Hendrik Oelckers, Joris Jonker, Lindsay Jönsson

Agency Producer

Silke Rochow

Art Direction

Angelo Maia

Camera

Thomas Kürzel

Chief Creative Officer

Wolfgang Schneider

Chief Production Officer

Steffen Gentis

Creative Direction/Copywriting

David Missing, Ricardo Wolff

Creative Managing Direction

Jan Harbeck, Ton Hollander

Executive Creative Direction

Michael Schachtner, Jan Harbeck

Film Direction

Calle Astrand

Film Production

Anorak, Berlin

Post-Production

Slaughterhouse, Berlin

The new smart forfour distinguishes itself with characteristics similar to the smart fortwo: outstanding flexibility and easy manoeuvrability when parking, a small turning circle and optimal agility for mastering the daily challenges of moving through city traffic. These strong benefits of the two models served as inspiration for creating an entertaining and surprising TV commercial. The main idea is that “driving the smart forfour feels so much like driving the iconic smart fortwo that you forget you have a back seat”. The driver is suddenly reminded of the back seat and the person sitting there when turning around to park the car backwards, but is so shocked at the forgotten sight that a scream escapes him, which also makes viewers of the commercial jump out of their skin. Featuring three young men and shot in quick cuts against a cityscape backdrop, the commercial tells a cool and humorous story that conveys both the driving fun and charm of the brand.

Statement by the jury

This commercial film on the new smart forfour convinces with its concept, style and humour. It renders a strong sense of fun even when watched repeatedly, as it has been conceived perfectly in terms of acting, storyboard and sound effects, conveying the distinctive feature of the new four-seater in a highly original and easy-to-remember manner.

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This project can be found in the
International Yearbook Communication Design 2016/2017.

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