Smart ad campaign fails to dent safety credentials

A new three-ad television campaign which kicked off in some countries last Sunday dramatises some remarkable facts about the Smart Fortwo's safety, practicality and economical features.

The 'Wrecking Ball' advert challenges people's preconceptions and shows Smart's safety credentials by daring to smash a one-tonne wrecking ball at 40kph into the car. During filming, the steel tridion safety cell, that protects occupants in the event of an accident, absorbed most of the impact and the car emerged virtually unscathed, with minimal damage.

The 'Space' ad shows the versatility and practicality of the Fortwo as a normal-sized tumble dryer is loaded into the back of the car and 'Fuel Efficiency' highlights how the car is capable of travelling 433 miles from London to Edinburgh on one 33-litre tank 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."

During the filming of the safety advert, a stuntman sits in the car. 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.

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 on June 21," Dermot Kelly, managing director, Mercedes-Benz Cars, said.

The advertising campaign will be supported by a direct mail campaign and online advertising. Enquiries will be directed to a Smart microsite where people can find out more about Smart's credentials in a fun and interactive way.

www.truthaboutsmart.co.uk