While it’s understood honesty is most always the best policy, sometime marketers don’t exactly adhere to that tenet. Many like to gloss over facts, stretch the truth and generally place a shiny bow atop even the most questionable brand promise. Which, of course, over the years, has cause consumers to view the advertising industry much the same way they view car dealers, personal injury lawyers, politicians and real estate agents.
But if more marketers were as honest as Smart Car is in this BBDO Germany-created commercial for the brand’s Fortwo, advertisers just might redeem themselves in the eyes of the consumer.
The work won BBDO Germany a gold Cannes Lion in both Film and Film Craft. We’d like to know how many Smart Cars were ruined in the making of this commercial.