Wednesday, December 14, 2011
Are there no garage sales? Are there no charities?
Here's an original advertising concept: Owning a really tiny car "allows" you to "escape your stuff." Because the tiny car is SO tiny you can't take the contents of your house with you when you go for a drive. The Smart Car is so --umm, "smart," it is designed to force you to take your leave of everything that you own which is larger than your wallet and cell phone when you putter around in it. Not shown: it's also so smart that it's "efficient" design does not allow you to bring home any more "stuff," either. Call it forced simplifying.
Yes, the Smart Car allows you to escape your stuff. Like losing your job frees you from the headache of managing money and maneuvering rush hour traffic, or having an empty refrigerator provides the liberating experience of not having to decide what to eat for dinner. Seriously, this message really pushes the Stupid envelope- and in today's advertising world, that is saying a LOT.