# Toughvertising Tiny Cars Smart Car Ad Campaign Uses Fragility to Sell Durability By Katie Cordrey | Published 2009-11-06 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/smart-car-ad-campaign References: [scaryideas](http://www.scaryideas.com/content/14343/) & [adsoftheworld](http://adsoftheworld.com/media/print/smart_balloon) “Tougher than it Looks. Smart” is the tagline for [Smart Car printed posters](https://www.trendhunter.com/trends/electric-capri) from [BBDO](https://www.trendhunter.com/trends/what-ai-can-save), New York. Cutaway images of a marshmallow, an egg, and a balloon expose tough internal components to give the message that though a thing may look soft or fragile, it can be tough. The print ads have resulted in reactions ranging from [harsh criticism to awestruck praise](https://www.trendhunter.com/trends/where-have-you-been) from online pundits. The “Tougher than it Looks” phrase is an interesting choice since it can imply that the Smart Car is tougher than it looks, or that it is tougher than it looks to be smart. ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 69% | Activity: 76% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What Makes This Trend Stand Out - **Print Advertising:** Explore innovative ways to use print advertising to create unexpected connections and provoke strong reactions. - **Contrast Marketing:** Leverage the power of contrasts to highlight unique features and qualities of products or services. - **Bold Messaging:** Embrace bold and provocative messaging to stand out in a crowded marketplace and generate buzz. ### Sectors Adopting This - **Automotive:** Discover opportunities to disrupt the automotive industry through unconventional advertising campaigns that challenge traditional norms. - **Creative Agency:** Incorporate innovative advertising techniques to help clients create captivating campaigns that make a lasting impression. - **Digital Marketing:** Integrate print advertising with digital marketing strategies to enhance brand visibility and engagement. ## Related on Trend Hunter - [Reality-Bending Car Ads](https://www.trendhunter.com/trends/cargurus-latest-ad.md) - [Surreal Car Care Campaigns](https://www.trendhunter.com/trends/you-are-how-you-car.md) - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md) - [Marketer-Targeted Cereal Ads](https://www.trendhunter.com/trends/out-of-home-campaign.md) - [Online Car Retailer Campaigns](https://www.trendhunter.com/trends/deflate-the-dealership.md) - [Empowering Car Ads](https://www.trendhunter.com/trends/carmax1.md) - [Winter Driving Campaigns](https://www.trendhunter.com/trends/uncommon-winter-campaign.md) - [Fruity Creative Campaigns](https://www.trendhunter.com/trends/soft-on-the-inside.md) - [Mobile Device Durability Ads](https://www.trendhunter.com/trends/apple-trust-issues.md)