Offroad

Accompanied by heavy metal music, this TV spot shows a smart fortwo that drives around in a rough, off-road environment without any tracks or paths. In this rough terrain, the car tries to climb up a steep hill, cross a river and pass over large rocks, miserably failing every challenge. With these absurd images, the presumed weakness of the smart is turned into a strength, as the subsequent images of the spot demonstrate: just as SUVs are not made for the city, the smart fortwo is not made for off-road driving. Evoking a reversal conclusion, the subsequent images of the spot celebrate the urban environment. Unlike an SUV that is forced to circle around to find a parking spot, for the smart this is not a problem. On the contrary: the smart fortwo is perfect for the city. Realised in quick cuts, viewers follow this fast-paced ride that links the wit of the spot with coolness and the joy of driving. Statement by the jury »The humorously narrated story of the spot “Offroad” invests a lot of work into self-irony that is then turned around and projected positively onto the smart. This idea is conveyed convincingly through a series of highly sophisticated images full of wit and surprises.«