The most successful ads often make use of the technique to draw a parallel between the product and a broader idea. This Smart Center 'Evolution' campaign follows this path, linking a subcompact vehicle to the concept of the survival of the fittest.
At first, you might wonder why such an association might be made and how it could be carried out in a way that makes sense. Well the Conexao advertising agency of Rio de Janeiro, Brazil, has managed to pull it off quite sharply through the portrayal of simple pictures.
"Evolution always compacts" is the strong statement that brings the whole theme together, based on the idea that creatures adapt to a changing world. This Smart Center 'Evolution' campaign juxtaposes dinosaurs with modern animals to demonstrate that truly adaptable drivers will switch to smaller automobiles too.