A new print advertising campaig for Smart cars wants us to believe that looks can be deceiving. The ad states that Smart cars are “tougher than it looks”. To reflect this idea on posters, images of three objects that we imagine as very fragile, we chosen. An egg, a balloon and a marshmallow are shown as if from the outside they look ordinary but from the inside they are made of substantial metal constructions.
Advertising Agency: BBDO, New York, United States of America
Chief Creative Officers: David Lubars, Bill Bruce
Creative Directors: James Clunie, Pierre Lipton
Copywriter: Pierre Lipton
Art Director: James Clunie