Parking ... it’s often a pain in the a**. |
The last smart campaign already showed how much time it takes to find a parking space in our country. There is an additional source of annoyance for everyone, notably those people who park in an anti-social way. In the latest smart radio spots they get a starring role. In fact, we might even say: a hero's role. |
We all know them: drivers who park their car outside the white lines taking up 2 places, drivers who cut us off to be in a parking spot first, or those that double park. We can hardly restrain our frustration when we are confronted with them. |
Merci.But for smart drivers the so-called “bad parkers” are a blessing. In all their rudeness, they often create a small parking space: the kind of place where only a smart can park. That is why the brand lets a number of smart drivers say “merci” entirely in their own way. The campaign refers to the “smart deals”. Attractive discounts on a smart, where anti-social parkers can benefit. For example, they might find even find a place where they can park correctly. It is the smart way to put them in their place. |
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Credits
Creative director Arnaud Pitz & Sebastien De Valck Creative team Gertjan De Smet & Frederik Clarysse Strategic Director Wouter Van Den Herrewegen |
Account team Melissa Fastenaekels, Roel Sweron & Diane Vandebroek Radio production Nicolas Van Poeck Third parties Sonicville |