Mercedes Benz has been promoting the Smart Car for Two in Toronto with ambient stunts, focusing on the car’s ability to park anywhere. BBDO Toronto created an oversized bike lock and a giant shoe horn to attach to the Smart Car as it was placed in tight spots around the city. “Fits into Tight Spaces” encourages onlookers to visit thesmart.ca. Just like your favorite pair of shoes, the smart fortwo can comfortably fit into any lifestyle. The Shoe Horn campaign ran during the 2010 Canadian International Autoshow in February 2010. The Bike Lock campaign won a Bronze Outdoor Lion at Cannes International Advertising Festival.
The Tight Spot campaign was developed at BBDO, Toronto by executive creative director Ian Mackellar, copywriter Craig Mcintosh, producer Beatrice Bodogh, art directors Jaimes Zentil, Kevin Filliter, typographer Jaimes Zentil, advertisers supervisor Christian Gani, account manager Steve Groh, account supervisors Andrew Hayes and Robin Steele. Props were built by Haralds Gaikis at Uplis Ltd, Toronto.