Smart ForTwo Campaign Ad Proves That Fun Comes in Twos
Nikki Taylor — September 19, 2012 — Autos
The Smart ForTwo campaign ad revamps the idea that cruising down the street on a skateboard is meant to be done alone. The ad depicts Kilian Martin and Alfredo Urbon, two notable and highly skilled skate fanatics, showing off their technique while sharing a skateboard.
Kilian and Alferdo are filmed gliding on the pavement by a public infrastructure. With both of them on the skateboard at once, they crouch down and let the board follow an invisible wave. Just when you thought it couldn't get any crazier, both skaters jump into the air and perform a kick flip, timing the landing perfectly so the board doesn't slip from beneath their feet. They each take turns hopping off and on the board, showcasing their skateboarding experience.
At the end of the ad, the phrase "Fun ForTwo, Smart ForTwo" is displayed next to a red Smart car. The premise of the Smart ForTwo campaign ad is that similarly to the two skateboarders on one board, the Smart car is an original and inspiring vehicle that seeks to get people to look outside the norm and create opportunity for creative flair. As well, the car is only able to seat two people.
Kilian and Alferdo are filmed gliding on the pavement by a public infrastructure. With both of them on the skateboard at once, they crouch down and let the board follow an invisible wave. Just when you thought it couldn't get any crazier, both skaters jump into the air and perform a kick flip, timing the landing perfectly so the board doesn't slip from beneath their feet. They each take turns hopping off and on the board, showcasing their skateboarding experience.
At the end of the ad, the phrase "Fun ForTwo, Smart ForTwo" is displayed next to a red Smart car. The premise of the Smart ForTwo campaign ad is that similarly to the two skateboarders on one board, the Smart car is an original and inspiring vehicle that seeks to get people to look outside the norm and create opportunity for creative flair. As well, the car is only able to seat two people.
Trend Themes
1. Shared Skateboarding - The trend of sharing a skateboard or riding together offers opportunities for collaborative, social, and group-oriented skateboarding experiences, as well as innovative skateboard designs that accommodate two or more riders at once.
2. Integrated Advertising - The trend of integrating advertising with skateboarding culture creates opportunities for brands to reach a young, active, and diverse audience with authentic messaging and campaigns that align with the values, creativity, and lifestyle of this community.
3. Smart Vehicle Campaigns - The trend of using innovative and unconventional methods to promote smart vehicles, such as skateboarding, highlights the unique features, benefits, and values of these vehicles, while also engaging and inspiring customers who are looking for alternative, efficient, and fun modes of transportation.
Industry Implications
1. Skateboarding Industry - The skateboarding industry can leverage the shared skateboarding trend to create new products, services, and events that promote teamwork, creativity, and social connection among riders, as well as collaborate with brands on integrated marketing campaigns that enhance the visibility, relevance, and impact of skateboarding culture.
2. Advertising Industry - The advertising industry can tap into the integrated advertising trend to develop innovative, authentic, and meaningful campaigns that appeal to diverse, creative, and socially conscious audiences, as well as partner with skateboarding brands, athletes, and influencers to co-create and amplify marketing messages that resonate with this community.
3. Smart Vehicle Industry - The smart vehicle industry can explore new and unconventional ways of promoting their products, such as through collaborations with innovative and exciting activities like skateboarding, to showcase the unique features, values, and benefits of their vehicles and appeal to customers who are looking for fun, efficient, and sustainable modes of transportation.
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