In the setting of the Canadian International Autoshow 2010, BBDO a brilliant ambient marketing campaign to demonstrate the benefits of driving a smart fortwo car.
The ad consisted of parking the vehicles directly between two cars, in a space where no other could do so, To make the stunt seem more impressive, more factors were added. On the bright coloured exterior typical of the brand the logo and strapline was placed, and a giant shoehorn was placed behind the car, as if they had to be used to put it there.
It is a clever bit of advertising that perfectly shows the differential advantage of the product.
Again, a brilliant idea not only for its ingenuity but for its functionality and economy. This is how advertising should work.