Superstar

The Smart Car 'Unbig. Uncar.' Campaign Proves Size Doesn't Matter

By: Katherine Vong - Published: Oct 11, 2011 • References: smartusa and popsop
The Smart car 'Unbig. Uncar.' campaign is the second campaign the automaker has released since the official launch of its brand in 2008. This new campaign is all about proving the point that big isn't always better.

Putting the prefix "un-" to everything -- "unboring, uncluttered, unblah" -- the Smart car 'Unbig. Uncar.' campaign comprises a new website for the brand as well as commercial, shown here. The campaign aims to put the Smart brand in a fun and fresh light, as well as highlight the car's technical features, including its eco-friendliness (80 percent of the car is recyclable) and customizable design: owners can choose from a variety of vivid and colorful designs and patterns.

The Smart car 'Unbig. Uncar.' campaign was developed by Razorfish and Merkley & Partners, New York.