The Unexpected Test Drive

The once elusive, now strongly emerging Russian middle class still prefers big, expensive cars, an obvious proof of its social success. 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. Ambient advertisement created by BBDO, Russia for Smart, within the category: Automotive.