smart – Shock

This TV commercial promotes the new smart forfour by focusing on and staging the peculiarity of the car in an entertaining manner. A small turning circle, agility in city traffic, seating space for four and outstanding parkability – all these are characteristics that mark the car as truly “smart”. The concept of the spot delivers both entertainment and surprise: three men are driving through the city in this four-seater, when the driver suddenly spots a parking space at the other side of the street. The driver turns the car around and sets out to park the car backwards. On turning his head, a shrill yell escapes him for the shock of seeing the third man sitting in the back he had forgotten about – reassured, he then finishes the parking manoeuvre sovereignly. In a charming manner, the video thus conveys its message that “driving the smart forfour feels so much like driving the iconic smart fortwo that you forget you have a back seat”. The video gets this message across in just a few seconds and is therefore far from overstraining the attention span of viewers.