Smart Gets Aggressive with Fortwo’s Safety Credentials

Having had enough -or so to say- with people constantly questioning the safety credentials of its Fortwo minicar, Smart is launching a new aggressive television advertising campaign that will be supported by a direct mail campaign and an interactive online advertising.

The "Wrecking Ball" advert, that will air in the UK on Sunday, May 4, challenges people’s preconceptions by showing a one-tonne wrecking ball hitting on the front-end of a Smart Fortwo at 25mph (40 km/h). Smart says that an actual stuntman was sitting in the car and that, after seeing how well the car performed under testing, he declined to wear a safety helmet and harness. After filming he was able to open both doors and the car could be driven away. -Continued

Along with the “Wrecking Ball” ad, Smart will also air two more adverts called “Space” that concentrates the versatility and practicality of the fortwo as a normal sized tumble dryer is loaded into the back of the car and "Fuel Efficiency" which highlights how economical the car is, travelling 433 miles from London to Edinburgh on just one 33 litre tank (8.7 US gallons or 7.3 Imp gallons) of fuel.

Dermot Kelly, Managing Director, Mercedes-Benz Cars, said: “The ads highlight incredible facts about the car in a uniquely smart way. For example, the "Wrecking Ball" ad shows how well the Fortwo stands up to a collision and proves that, in the case of smart, size is no barrier to occupant protection.”

Kelly continued: “The car used in the filming of the safety advert will be on display at Mercedes-Benz World during the television campaign and the smart Festival, taking place on Saturday 21 June.”

Link: truthaboutsmart