A humorous new ad for the Smart ForTwo has been released that has become an award winner, with the premise that the city car is as poor off road as an SUV is in the city.
Showing the 52kW/92Nm rear-wheel drive Smart Fortwo getting stuck while attempting to tackle steep inclines, rocks and a river crossing, the clip is rare in demonstrating a car’s weaknesses; but it actually subjugates another car, or in this case a genre of car, the SUV.
Put together by BBDO Germany for Daimler, ‘Offroad’ recently won a Gold Lion award for Film Craft at this year’s Cannes Lions International Festival of Creativity.
According to its makers, “With these absurd images we turn a presumed weakness into a strength: just like SUVs are not made for the city, the Smart Fortwo is not made for off-road driving. The spot thereby evokes a reversal conclusion: the smart fortwo is perfect for the city.”