As bizarre as it seems for an advertiser to pay for a substantially sized billboard ad and only use part of the available advertising space, that's exactly what Smart Car did to convey the benefits of owning one of its vehicles.
The Smart Car ad is set up as a tri-board sign that starts off as a full-sized ad of a large car. Then, optimizing the movement of the billboard, the display rotates to feature a car that takes up a fraction of the space. Humorously, the ad reveals that people should "Only pay for what you use." These bright yellow billboard ads are paired with designated parking spots for Smart Cars, where some parking lots and car washes are even offering discounts and other incentives for people who drive these smaller vehicles.