Smart Sorry for Car Parks

Mercedes Benz France is promoting the release of the new Smart ForTwo with “Sorry” (Désolé), an integrated advertising campaign focused on the car’s capacity to park where others can’t. Featuring Brenda Lee’s 1960 hit song “I’m Sorry”, the two commercials in the campaign show competitors in the small car market attempting and failing to park where a Smart car (ForTwo or ForFour) has succeeded. “Nous sommes sincèrement désolés mais il n’y a qu’une smart pour prendre la place d’une smart.” The corresponding digital campaign targets internet users checking out the competition, including the Fiat 500, VW Up, Renault Twingo, Mini and Peugeot 108. For example, if a user views the trial of the new Twingo on the Autoplus site, they’ll be exposed to a movie featuring a Twingo trying to park in a spot vacated by the Smart Fortwo.

Smart Car ForTwo parking in Sorry ad


The Smart Sorry campaign was developed at CLM BBDO and Proximity by VP Marie-Pierre Benitah, director-general Séverine Autret, creative directors Matthieu Elkaim and Eric Pierre, art director Anthony Lietart, copywriter Sébastien Duhaud, TV producer Thomas Laurent, post production producer Martine Ferey, group manager Céline Leprince, brand manager Charlotte Montrichard, planner Loic Mercier, working with Mercedes Benz France Smart marketing director Stéphane Boutier, brand manager Hervé Poquet and marketing manager Aline Cirrode.

Media was handled by Fuel.

Filming was shot by director/producer Nicolas De Crépy and Alex Murphy via Saison Deux with executive producer Jérémy Jacobs, director of photography David Quesemand, production director Jonathan Vienot, production coordinator Laurianne Verkhovskoy.

Post production was done at Gunsmoke by producer and Flame artist Hervé Thouement, compositor Arnaud Laurent, montage artist Pierre Deshayes and motion designer Damien Dupoux.

Music, “I’m Sorry”, by Brenda Lee, was licensed through Schmooze.