For such a Lilliputian car, the Smart ForTwo has giant staying power. The hatch that still gets wary glances is not only still kicking here in the U.S., it's done ten-straight months of year-on-year sales increases. That kind of sales trend calls for an ad campaign, and we have it in three new 15-second – bite-sized in Smart-speak – commercials.

Two of them, "Tough" and "Joy Ride" have begun running now, the third, "Custom Made," will start airing later this month. They'll be rolled out absolutely everywhere a commercial can be shown, and they'll be joined by banner ads and Facebook activity. We could tell you what the new Smart ads are about, but remember, they're only bite-sized, and you'll find all three just below.








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smart Gives Viewers Three Bite-Sized Treats With the Launch of a New Multi-Channel Marketing Campaign

September 10, 2012 - MONTVALE, NJ -- On the heels of its tenth consecutive month of year-over-year sales increases, smart -- the quirky, right-sized vehicle that created the microcar segment in the U.S. -- is kicking off the fall with three new TV ads and a brand campaign across virtually all media channels that keys in on how smart 'outsmarts' the competition.

The three new 15-second spots -- scheduled to run on network, national cable, spot tv, and online -- will showcase smart's unique attributes including the patented tridion safety cell ("Tough"), virtually limitless customization options ("Custom Made"), and fun-to-drive personality ("Joy Ride"). The ads will go into rotation starting the week of September 10 and appear on such shows as Big Bang Theory, Modern Family, Revolution, New Girl, and X Factor, among others.

"We're building on the extraordinary momentum we've had over the past year," said Tracey Matura, General Manager of smart. "The last year was all about raising awareness of smart and the near-doubling of our sales volume shows that to know smart is to love it. Now we're going to give people more to love."

smart will offer fans three clever tongue-in-cheek ads highlighting what sets smart apart from its competitors. The first ad, "Tough", scheduled to air September 10, has a large SUV balanced on top of smart's small but incredibly strong tridion safety cell. The second ad, "Joy Ride", which airs the same week, shows off the nimbleness and agility of the smart fortwo with a driver racing out of a tight-turning, winding parking garage, only to go back in for another spin. The third and final ad, "Custom Made", will debut the week of September 24 and speaks to smart's countless customization options: a man in a crowded supermarket stands out with his colorfully patterned suit. Viewers quickly realize his customized smart matches his unique outfit.

The fully integrated smart marketing initiative will feature a full-on banner ad offensive on sites including NYTimes.com, Gawker.com, BBC.com, Mashable.com, and CNN.com. smart will also incorporate the lively ads into social media channels including Facebook (http://www.facebook.com/smartusa), Twitter (https://twitter.com/smartcarusa), and YouTube (http://www.youtube.com/user/smartUSAfortwo).

The distinctive smart product line consists of five fortwo models in the U.S with pricing starting at $12,490. Model year 2013 introduces special edition vehicles and packages including the sharpred special edition, BRABUS sport package, BRABUS tailor made, and iceshine special edition.

About smart
smart, a Daimler AG brand, has its U.S. headquarters in Montvale, New Jersey. The smart model-line consists of five fortwo models: the pure coupe, passion coupe, passion cabriolet and all electric drive versions of the coupe and cabriolet. The all-new third generation electric drive arrives in 2013. All smart models sold in the U.S. are covered by a four-year, 50,000-mile new vehicle limited warranty.

Classified as ultra-low emissions vehicles by the State of California Air Resources Board, smart models are just under nine feet long, 5 feet tall and 5 feet wide. Despite their microcar exterior dimensions, smart vehicles are surprisingly roomy inside and have a full array of technological and safety features including the patented tridion safety cell which is designed to protect occupants in the event of a collision. All smart vehicles, designed to be 85% recyclable and over 95% reclaimable, are produced in the environmentally oriented "smartville" factory in Hambach, France. Additional information on smart can be found at www.smartusa.com.

About smart's "unagency"
smart's marketing initiative are created and implemented by a unique integrated team dedicated to smart from the following agencies: Merkley + Partners (advertising, New York); Razorfish (digital, New York); Sage Collective (events, Florida) and Maloney & Fox (public relations, New York).


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  • 50 Comments
      Sir Duke
      • 2 Years Ago
      My glass coffee table can bear the weight of a 20 pound sledge hammer. I wonder what would happen if hammer and said coffee table had an accidental meeting?
      Sam
      • 2 Years Ago
      I like the "Safety Cage" ad - especially because I remember the first ad campaign for the Mini - where they drove them around bolted to the roof of Ford Excursions. The opposite is done here, to humorous effect.
      prettycool_huh(ಠ_ಠ?
      i love how the small print says "oversized cargo carrier"
        Jesse Gurr
        • 2 Years Ago
        @prettycool_huh(ಠ_ಠ?
        It looks like the oversized cargo carrier they referred to was the safety cage. They gave the weight of the SUV first and then the cargo carrier. Not sure why they call it that though.
      Just Stuff
      • 2 Years Ago
      Just like a cockroach, hard to kill them also. :)
      Jesus!
      • 2 Years Ago
      Excursion was so massive. Love it. You got to hand it to Ford. Cover the bed of an F250, add another row of seats, and borrow mass produced tail lights from the Econoline and bam, instant cash flow. I will say though, the Excursion may have been a drinker, but those things are tough and I still see them around in pretty good shape.
        merlot066
        • 2 Years Ago
        @Jesus!
        If I remember right they had the same powertrains as the Super Duty including the legendary 7.3L Deisel engine as a top engine choice. They'll be around for years to come. The two hosptials in my area each have two deisel Excursions in their fleets.
      carguy1701
      • 2 Years Ago
      Silly Smart what are you doing you can't hold up that Excursion Seriously, ads like this won't fix the basic problem of an underpowered engine and the worst transmission ever put in a car.
      krudmuphin
      • 2 Years Ago
      Finally! People seem to have trouble understanding just how safe these cars are. I'm sick of hearing people say "I don't want to get crushed by a truck!" Believe, there's no difference than if you were riding in a normal size car.
        Sir Duke
        • 2 Years Ago
        @krudmuphin
        Stop the idiocy. I am not trying to slam the Smart's structure, but in a collision with that suburban, the smart would be pinballed into other objects. If the first impact doesn't get, the second and possibly third sure will.
      Making11s
      • 2 Years Ago
      Advertise it however you want. It's still a Smart ForTwo.
      Max Wagner
      • 2 Years Ago
      My primary mode of transport is a Brammo Empulse electric motorcycle, but if I were to replace it with a car, this would be it. Pure minimalism, cheap price, rear engine/RWD layout, can fit in small parking spaces, and good looking.
      XJ Yamaha
      • 2 Years Ago
      It always baffles me to see people drive these things.
        Shiftright
        • 2 Years Ago
        @XJ Yamaha
        It's strange when people dare to think or act differently than you huh?
        David
        • 2 Years Ago
        @XJ Yamaha
        the same goes to me)
      Billy
      • 2 Years Ago
      There is a HUGE difference in a static mass and an impacting mass. While I do agree that the Smart car is safer than most cars comparable in size, if that excursion was accelerated into the car at a highway velocity instead of being placed on top the results would be very different. Needless to say I would rather be in the excursion.
        • 2 Years Ago
        @Billy
        [blocked]
          aatbloke1967
          • 2 Years Ago
          Sounds like typical American driving standards, being completely incapable of negotiating a perfectly straight road.
          floorman56
          • 2 Years Ago
          aatbloke1967 No one runs red lights where you from? You have no accidents at all?
          carguy1701
          • 2 Years Ago
          My money would be on the Excursion.
      creamwobbly
      • 2 Years Ago
      Can't help seeing "uncar" as pidgin French for "une voiture". Thus "un worry", "un blah", "un sluggish". Nope, it's not going away. "underpowered. uncar." "unpractical. uncar." "understeer. uncar." Spend the same money on a funcar.
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