Thursday, June 27, 2013

Smart is smart (in Germany)

From yesterday's post about a ridiculously overblown launch about a car that claims to be able to better mankind, here's a spot that makes a more believable promise in a fun, self-effacing and interesting way.

The Smart Car was built to do one thing, make city driving easier. This spot from Germany demonstrates that in an witty and memorable way. Maybe the Smart USA team can learn a thing or two from it and start doing a better job of marketing the car here in the US.

To paraphrase Michael Porter, the important part of strategy is knowing what not to do. Smart Germany understands that. Smart USA not so much.

When they stop trying to sell to so many and become everything to a select few and they will be much more successful.

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