Cannes Lions

smart "Anything but cliché"

BBDO GROUP GERMANY, Berlin / DAIMLER / 2017

Awards:

2 Shortlisted Cannes Lions
Film
Film
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Description

Few cars are as free from conventions and clichés as a smart – because a smart fits in any gap but definitely not in any category. And that’s why hardly any other car is as suited to expose clichés – even if the cliché is a typical action movie car chase or a pseudo-philosophical dialogue from a French art house film.

Execution

As the film's centerpiece are the clichés that get unmasked by the smart car, it was key to find actors that impersonate these clichés as much as possible. That's why the casting actually took place in the cities we were sure to just find that:

In New York City we invited dozens of actors to find the perfectly stereotypical buddy cop film team, a hot-tempered young sidekick next to an older and more experienced partner.

For Art-house we went to Paris to find a handsome yet interesting and slightly melancholic French couple with real French accents that could just have been taken directly out of a Godard film.

Similar Campaigns

12 items

THE SAND AD

GEOMETRY GLOBAL, Buenos aires

THE SAND AD

2019, VOLKSWAGEN

(opens in a new tab)