The Smart Car Beats "Gas Can Blues"
Holger Mohr — October 26, 2008 — Autos
References: smartcarofamerica & adweek.blogs
This clever auto ad is dedicated to all of the gas cans that are left empty ever since eco-friendly cars--and especially the Smart Car--came onto the scene. It was created by the German agency Jung van Matt in Hamburg, Germany for Daimler-Chrysler.
The picture with the forest is also from a campaign for the Smart Car, made by the Advertising Agency Contrapunto, Madrid, Spain.
Implications - The automobile is perceived as one of the major contributions to the world's collective carbon footprint. The eco-auto ads represent an attempt to re-brand the automobile as something other than an environmentally harmful machine. Companies with products or services that have negative associations should consider rebranding themselves to maintain positive brand recognition.
The picture with the forest is also from a campaign for the Smart Car, made by the Advertising Agency Contrapunto, Madrid, Spain.
Implications - The automobile is perceived as one of the major contributions to the world's collective carbon footprint. The eco-auto ads represent an attempt to re-brand the automobile as something other than an environmentally harmful machine. Companies with products or services that have negative associations should consider rebranding themselves to maintain positive brand recognition.
Trend Themes
1. Eco-friendly Auto Ads - Disruptive innovation opportunity: Explore creative ways to rebrand automobiles as eco-friendly to counter negative associations.
2. Gas Can Blues - Disruptive innovation opportunity: Develop innovative solutions to reduce dependence on gas cans for fueling vehicles.
3. Smart Car Campaigns - Disruptive innovation opportunity: Create impactful advertising campaigns promoting eco-friendly Smart Car models.
Industry Implications
1. Automotive - Disruptive innovation opportunity: Integrate eco-friendly technologies into automobiles to meet the growing demand for eco-friendly vehicles.
2. Advertising - Disruptive innovation opportunity: Innovate in advertising strategies to showcase the environmental benefits of products or services.
3. Renewable Energy - Disruptive innovation opportunity: Develop renewable energy sources to power eco-friendly automobiles and reduce reliance on fossil fuels.
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