Red Dot Design Award
TV Commercial

smart – Shock

smart – Shock | Red Dot Design Award

Back Download

The new smart forfour distinguishes itself with characteristics similar to the smart fortwo: outstanding flexibility and easy manoeuvrability when parking, a small turning circle and optimal agility for mastering the daily challenges of moving through city traffic. These strong benefits of the two models served as inspiration for creating an entertaining and surprising TV commercial. The main idea is that “driving the smart forfour feels so much like driving the iconic smart fortwo that you forget you have a back seat”. The driver is suddenly reminded of the back seat and the person sitting there when turning around to park the car backwards, but is so shocked at the forgotten sight that a scream escapes him, which also makes viewers of the commercial jump out of their skin. Featuring three young men and shot in quick cuts against a cityscape backdrop, the commercial tells a cool and humorous story that conveys both the driving fun and charm of the brand.

Statement by the Jury

This commercial film on the new smart forfour convinces with its concept, style and humour. It renders a strong sense of fun even when watched repeatedly, as it has been conceived perfectly in terms of acting, storyboard and sound effects, conveying the distinctive feature of the new four-seater in a highly original and easy-to-remember manner.

Red Dot Design Award

  • Account Management:
    Jan Hendrik Oelckers, Joris Jonker, Lindsay Jönsson
  • Agency Producer:
    Silke Rochow
  • Camera:
    Thomas Kürzel
  • Chief Creative Officer:
    Wolfgang Schneider
  • Chief Production Officer:
    Steffen Gentis
  • Executive Creative Direction:
    Michael Schachtner, Jan Harbeck
  • Film Direction:
    Calle Astrand
  • Film Production:
    Anorak, Berlin
  • Creative Direction/Copywriting:
    David Missing, Ricardo Wolff
  • Creative Managing Direction:
    Jan Harbeck, Ton Hollander
  • Client:
    Daimler AG, smart, Böblingen
  • Design:
    BBDO Berlin
  • Art Direction:
    Angelo Maia
  • Post-Production:
    Slaughterhouse, Berlin
smart – Shock | Red Dot Design Award
smart – Shock | Red Dot Design Award
smart – Shock | Red Dot Design Award
smart – Shock | Red Dot Design Award
smart – Shock | Red Dot Design Award