Last but not least: Courage to leave a gap
In France, Smart is once again showing, in no uncertain terms, just how outdated the competition looks when it comes to tight parking spaces.
Small and micro cars are in vogue. Especially in city traffic, maneuverable cars offer numerous advantages over their unwieldy, long counterparts. Especially when it comes to finding a parking space: if you drive a short car, you can fit into a space that isn't actually a space at all. The undisputed champion of this discipline is the Smart. Less suitable for buying furniture, it plays to its strengths in parking flexibility mercilessly. A Smart is so short that even the small cars of the competition are left behind when it comes to centimeters.
Actually, it's an old tradition, but you can show it again. And in a way that would probably not be possible in this country: the competition is not just hinted at, but shown in all its glory. Comparative advertising always treads a fine line in commercial law - both in Switzerland and in the EU. It is generally permitted, but is subject to strict conditions. For example, the statements must be truthful and objectively verifiable. And they must not denigrate or disparage the competition. BBDO certainly seems to be sure of this. And anyway: with such a charming commercial, nobody can be angry with Smart anyway. (hae)
