Feature Flick: The Big Idea Behind Smart Brand’s Unbig Commercial

2011-smart-car-commercial-fortwo-left-side

Bigger is not always better, and Smart is launching a new ad campaign to serve as a refresher for future car buyers that its micro-cars make a big statement.

Smart recognizes the U.S. is obsessed with all things big: Big Macs, big SUVs, big corporations. Its newest ad, titled “Unbig,” premiered this week, and shows how fixated some people are on such things, but as soon as they see something new and small, they snap out of it. So what’s the unbig message behind the ad?

"This campaign is about reaching, in an appealing and slightly irreverent way, people who believe the key to life is having what you need.  Smart is all about reducing congestion and clutter and right-sizing your life, a message that we think is perfect for these times."

And with the ever-growing competition in the sub-compact segment with offerings like the Scion iQ and Fiat 500, Smart has timed its ad campaign launch well. Look for another Smart ad titled “Unclutter,” when it premiers next month.

Source: Smart, YouTube

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