Smart Fortwo:自嘲之最后的逆襲~
文/Missa@頂尖文案TOPYS
沒有百分百完美的產(chǎn)品,廣告界萬變不離其宗的戰(zhàn)術(shù):揚(yáng)長避短,并不會(huì)為人所唾。而如果有家廣告公司輕易曝光你的缺點(diǎn),作為廣告主的你會(huì)否買單?
Smart Fortwo,作為一款迷你型小車,其深知自己無法載你翻山越嶺,穿林度水,并且這也不是個(gè)隱晦的功能缺點(diǎn),大家心里都清楚。所以BBDO認(rèn)為,何不來個(gè)自嘲再來個(gè)絕地反擊呢?
于是我們看到Smart Fortwo似個(gè)戶外迷路者般,幾乎動(dòng)彈不得,是的,戶外不是他的主場,城市才是!當(dāng)其他車輛面對停車難的問題時(shí),Smart Fortwo如魚得水般妥妥找到容身之處,定位明確成功逆襲!瞧,這就叫智者的自嘲是為了更好給世界一記驚鴻~
看來Smart Fortwo有意引領(lǐng)城市私家車主流大勢~
Agency: BBDO
Brand: Smart
Geo: Europe, Germany
Advertising Agency: BBDO, Berlin, Germany
Creative Directors: Jan Harbeck, David Mously, Ton Hollander, Jens Ringena, Wolfgang Schneider
Art Directors: Jan Lorenz, Daniel Schweinzer
Copywriters: Momme Clausen, Lukas Liske
Account Director: Jan Hendrik Oelckers
Account Manager: Joris Jonker, Mia Luecker
Client Service Director: Sebastian Schlosser
Managing Director: Dirk Spakowski
Agency Producer: Silke Rochow, Steffen Gentis
Production company: Bigfish Filmproduction
Producers: Henry Rehorek, Hani Selim
Post-Production: Candy Mountain
Producer: Dominic Orphall
Sound Design: Eardrum Music & Sound Design
Director: Daniel Warwick
DOP: Michael Schreitel
Editor: Marty Schenk
Published: January 2013
