Last but not least: Clever & Smart

On July 16, Smart will unveil its new Fortwo and Forfour models in Berlin. A little public attention never hurts in such endeavors. To mark the occasion, the agency BBDO Berlin produced a viral video that generated over a quarter of a million views on YouTube in just a few days.

The preview of the new models looks promising: Vice President of Development Andrew Murray promises nothing less than to build the largest city car of all time—after having built the smallest. They’ve found that it’s much more efficient to ignore reality than to adapt to it.

And the advantages of the Monster Smart are obvious: It’s so big that you’ll never have to look for where you parked it again. The car is so tall that it doesn’t need air conditioning—the warm air collects in the upper part of the car, while the rest of the interior stays cool. And thanks to its sheer size, the new Smart creates a slipstream that helps other drivers save fuel—a concept known in Smart lingo as «Eco-Empathy.» Large cars are often accused of overcrowding cities, according to Murray. «But do whales overcrowd the oceans?» A well-argued point is half the battle.

This humorous yet biting dig at the competition—whose ever-more-powerful and spacious SUVs are shaping the urban landscape in many places—hits the mark. And it has definitely piqued interest, even just a little, in what Smart will unveil on Wednesday. (hae)