OK, i do not come here to mock. Let me get that out of the way.
I come here to help.
Perhaps tellingly, the video is not freely available online, hence my need to link.
why would anyone do that in 2011? To “control” the message i guess. Very 2005 PR thinking. at least act like you’re proud of the work. it’s a good execution and a cool product, you’ll be fine!
The video is basically a series of random not very likeable people saying “BIG” over and over again.
And then the SMART car appears, presumably as the antidote to all this bigness and badness.
i can guarantee you that this ad will not sell Americans on the Smart car.
How do i know this? I’ll tell you how.
I drove a Mercedes Smart car in the midwest of America for two years. Way before it was cool and mainstream. I was a SMART pioneer.
And let me tell you, it wasn’t easy being a pioneer.
People looked at me like i was driving a motorized easy chair.
These were the three most popular questions i would get asked on a daily basis:
1. “Is that thing electric?” No ma’am, it’s not. It’s gas driven. This question got really old.
2. “Do you take that thing on the highway?”, said in a highly incredulous voice. My response that I did in fact take it on the highway was frequently met with awe and wonder. This was usually followed by asking would happen if i got hit by a truck or something horrible like that. You could tell safety was a big concern of the average American.
3. “What kind of mileage do you get on that thing?” Here I would flat out lie and usually claim some astronomical mpg just for fun. I honestly didn’t know. But i do know that it wasn’t nearly what you might think. I think the Mini Cooper got better mileage per gallon.
Americans love cars. And there was a lot of curiousity about my SMART car. And i was, usually, happy to be a brand ambassador.
But any advertising that doesn’t address the obvious, basic questions Americans have about the SMART car is simply missing the mark.
UPDATE: I think THIS GUY made some great points