Mercedes Benz is running “Unbig, Uncar”, an advertising campaign for the Smart Car in the US, poking fun at American obsession with “Big”. The “Unbig” spot, which recalls Volkswagen’s legendary “Think Small” campaign of the 1950s, features a rapid fire montage of snippets featuring a variety of scenes of Americans from all walks of life, each repeating the same one word in different contexts: “Big”. A young man in a crowded office conference room has his attention captured by a compact Smart Car cruising through the parking lot outside. Experiencing an epiphany he introduces a new word “Small.” The voiceover: “The space saving, eco-friendly, totally unique Smart.” Followed by the tagline: “Unbig. Uncar.”
Click on the image below to play the Unbig video in YouTube (HD)
The Smart USA site, smartusa.com, provides visual elements, run vertically, referring to the UnBoring, UnRoof, Unplug and UnLeash qualities of the Smart UnCar.
The Smart Unbig campaign was developed at Razorfish and Merkley & Partners, New York, by executive creative director Andy Hirsch, creative director/art director Sakib Afridi, director of broadcast Gary Grossman, creative director/copywriter Eddie Van Bloem and senior producer Alex Kobak.