# Anti-Size Auto Ads The Smart Car 'Unbig. Uncar.' Campaign Proves Size Doesn't Matter By Katherinev123 | Published 2011-10-11 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/smart-car-unbig References: [popsop](http://popsop.com/49968) & [smartusa](http://www.smartusa.com/default.aspx) 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](https://www.trendhunter.com/trends/he-got-money) 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](https://www.trendhunter.com/trends/copy-nothing-campaign): owners can choose from a variety of vivid and [colorful designs and patterns](https://www.trendhunter.com/trends/audi-car-couture). The Smart car 'Unbig. Uncar.' campaign was developed by Razorfish and Merkley & Partners, New York. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 16% | Activity: 43% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Why This Trend Is Growing - **Unconventional Advertising:** The 'Unbig. Uncar.' campaign by Smart car showcases a fresh and creative approach to advertising by using the prefix 'un-' to convey the brand's unique messaging. - **Sustainable Transportation:** Smart car's emphasis on eco-friendliness and recyclability presents an opportunity for the automotive industry to further innovate in sustainable transportation solutions. - **Customizable Design:** The 'Unbig. Uncar.' campaign highlights the customizable designs and patterns of Smart cars, signaling a trend towards personalized and unique automotive options. ### Industries Being Reshaped - **Automotive:** The Smart car campaign provides inspiration for car manufacturers to explore unconventional advertising strategies and prioritize sustainability in their products. - **Advertising:** The 'Unbig. Uncar.' campaign demonstrates the potential for creative and unique advertising approaches that capture consumers' attention and create memorable brand experiences. - **Environmental:** Smart car's focus on recyclability and eco-friendliness aligns with the growing demand for sustainable and environmentally conscious products, prompting opportunities in the green and clean technology sector. ## Related on Trend Hunter - [Humorous Automotive Campaigns](https://www.trendhunter.com/trends/where-have-you-been.md) - [Winter Driving Campaigns](https://www.trendhunter.com/trends/uncommon-winter-campaign.md) - [Travel-inspired Brand Campaigns](https://www.trendhunter.com/trends/road-and-beyond.md) - [Online Car Retailer Campaigns](https://www.trendhunter.com/trends/deflate-the-dealership.md) - [Reality-Bending Car Ads](https://www.trendhunter.com/trends/cargurus-latest-ad.md) - [Creative Auto Campaigns](https://www.trendhunter.com/trends/electric-capri.md) - [QSR Menu Billboard Campaigns](https://www.trendhunter.com/trends/real-size-campaign.md) - [Online Car Retailer Ads](https://www.trendhunter.com/trends/clutch-ad.md) - [Unconventional Vehicle Control Ads](https://www.trendhunter.com/trends/heart-of-joy.md)