This brief aimed to continue working on the essential benefit of the Smart Car. The difficulty being the reduced budget available for this product, owing to the launching of a new car from the same manufacturer. 5-10 seconds were requested. We finally made it in :1. 50/50.

Recognition results have been optimum; •In terms of spontaneous recall, 65% of the target public remembered the brand’s advertising.•50% remembered having seen the spot in question.

•In terms of traffic at dealerships while the campaign was being broadcast, there was an 11% increase.

We tried to connect the benefit of the car 'Fits anywhere', with the chosen media space, creating a commercial as short as we could, always considering the powerful impact we wanted to make. By placing our spot between other regular spots, we made it stand out from the rest and it helped us make our point: the Smart Car is the 'smartest' solution for parking problems.

Just as the Smart Car only needs a little space for parking, its communication doesn't need a :30, a :20 or even a :5 TV spot, with just one-second it has plenty of time to be powerful. By playing with the media we continue with Smart's communication philosophy: reach all possible prospects in an original, fun and 'smart' way.

Due to the reduced budget and the need to be on TV, we had no money to spare in the production of a new spot. We decided to make a :1 commercial with a still photo of the car so the product would be well seen and its benefit properly communicated (so small that it fits anywhere). This way, we achieved more viewings and made the car more well known with the same budget. Not one of the local TV stations had any problem with airing a one-second commercial.