Smart: The Unexpected Test Drive

Credits & Description:

Client: Mercedes Benz AG, Smart
Agency (& City): BBDO Russia Group (Moscow)
Creative Director(s): Mihai Coliban
Art Director(s): Darya Agapova
Production Company (& City): Park Production (Moscow)
Film Director(s): Ivan Oganesov
Production Company Producer(s): Irina Lanskaya
Agency Producer(s): Valery Gorokhov, Natalya Abzalova
Animation: Kirill Kulygin
Deputy Creative Director: Sergey Kozhevnikov
Client Service Director: Christina Tancher
Group Account Director: Anna Sokolova
Account Manager: Yana Bader
Managing Director: Elena Novikova
Account Manager: Maria Stepkova
D.O.P: Georgy Leonov
Executive Creative Director: Igor Lutz
Short explanation
The once elusive, now strongly emerging Russian middle class still prefers big, expensive cars,
an obvious proof of its social succes. Although most of them are in dire need of a second car, our
potential customers showed virtually no interest in our Smarts.
Our objective was to bring the most reluctant consumers to test drive the Smart and change their
state of mind from 'Smart is not really a car' into being true believers and advocates of the Smart.
Our secret weapon: once you take the Smart for a ride, you'll fall in love with it.
Core audience's weakest point: their big cars and all the problems they bring along.
Context: most illegally parked cars in Moscow are picked-up during the weekend shopping. Once
car-less, drivers go through a real ordeal – exorbitant, hours long cab rides through Moscow's
traffic, in order to get back their cars.
Idea: at the peak of the driver's desperation, the Smart Teams jump in, offering free rides, a
unique opportunity to test drive the versatile Smart in some of the World's worst traffic jams.