BBDO Moscow and smart announce the start of a new movement — #carbodypositive
The “Love your car” campaign, started in September this year, is aimed at solving a non-trivial task – to reconcile car owners with the imperfections of their big vehicles.
“Everyone intuitively realizes that large cars are not the most logical choice for densely-populated city, but they still drive them”, comments Sergey Kozhevnikov, Creative Director at BBDO Moscow. “We’ve tried to show support and compassion from smart to every car owner who has difficulties in the city life. Of course, not without the irony inherent in our brand”.
In other words, smart has launched a "body-positive" movement among vehicles. In a series of commercials featuring brand ambassadors Kristina Si and Snejina Kulova, smart acts as a psychologist who, using the rhetoric of such movements, reassures interview participants by saying that they have chosen their own path, and the big size – it’s probably not so bad. However, the smart itself appears in the finale, leaving no doubt of its superiority over large cars.
“According to statistics, each car has 1.5 passengers in a daily urban traffic. However, as a positive brand, smart wanted to give the owners of big vehicles the feeling of sympathy and compassion with these videos. It is customers’ choice to drive their bulky car or to own smart as a second car that combines compact body and joy of drive with true “engineered with Mercedes-Benz” features”, comments Alexander Elsas (Head of Marketing communications Mercedes-Benz Russia).
The campaign will be supported by a series of outdoor advertising, located in the most traffic crowded streets in the city.
The video materials are available by the link: https://we.tl/QeDQYNaBzc
Creative team:
Mercedes-Benz Russia
Head of Marketing communications — Alexander Elsas
Digital marketing expert — Daria Komarova
BBDO Moscow
Creative director — Sergey Kozhevnikov
Senior copywriter — Ivan Zabazhanov
Senior art-director — Andrey Kuznetsov
Client service director – Anna Sokolova
Account manager – Kamila Narimanova
Producer – Anna Chernaya