Hi, y'all.

DVI has just put up the new ad campaign on http://www.smartusa.com what do you think of the "unbig. uncar." theme.  Using the new site is quite different. You need to scroll down to see all the pages (kinda as if you were using a iPad or a Android tablet.  There is lots of references to us (smart owners and smartUSAinsider) on the new site.


What do you think?



Here a new TV ad


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Comment by Donna Garlitz on December 2, 2013 at 9:57am

No I think my car is the world most awesome car!!!!!!!!!!!

Comment by Sanford Blackwell on October 15, 2011 at 10:04pm

Maybe smart should talk to the people who do the Fiat 500 ads.  The big, big, big, big big  . . . is kind  of annoying, annoying, annoying, annoying.

I thought the unbig, uncar was okay and then I remembered what the "un-cola" thing did for Seven UP.  No a whole lot.

I think they need to show the car much.  It's the look of the little devil that catches people.  It's an oddity and they should sell it on that.  It is the "uncar".  I feel like I'm driving the 2CV of the new millinium.  And that's kind of cool, even after three years at the wheel.

Comment by Justine Trollinger on October 14, 2011 at 12:26am
It's just grinding in the stereotype that it's not a real car. I get jibes all the time about whether it'll go on the interstate, or if it can go over 30. I appreciate their effort but I think it's lost on the masses.
Comment by jwight on October 9, 2011 at 3:05pm
"The only thing "un" about it is it's "un"conventional."  That's their point, I believe.  It's not like other cars, not even like the traditional concept (3 box) of other cars.  Great comment from David Gray, IMHO - "Let the ad run without our comments and let ad agency run with what they choose."
Comment by Jan in West U on September 29, 2011 at 3:19pm
It is unbig - but it is a car. I don't mind the uncar part of the ad. I think it is as cute as a bug. Wish they would say it is a smart car though. I think it is part one of several ads - that's my thought.
Comment by DAVID W GRAY on September 23, 2011 at 11:35am
Does it really matter what I think? The decision to run this and all ads is DVI's alone. Only time will tell how non smart owners will respond. And that's the point, the ad is to get the attention of non smart owners. Let the ad run without our comments and let ad agency run with what they choose. Consumer response will dictate the style of future ads. IMHO, all the negative postings by smart owners does not not help.
Comment by Kenny Andersen on September 23, 2011 at 7:02am

Who am I to judge -- I really don't pay much attention to any advertising.  However, it would seem the biggest misunderstanding about the smart is that it's not a real car.  Calling it an un-car kind of reinforces that notion.  I think it would have been better to call it big enough to:

haul some groceries, go for a picnic, take your sweetie someplace scenic, take the dog to the groomer, etc. Show the car's functionality, and that it's practical and economical.  Someone else said it's small on the outside, big on the inside.  Show some big dudes getting out of one!   Show people it's big enough!

Comment by Gary Bryers on September 22, 2011 at 10:39pm
Good start, but possibly too subtle.  They need to follow up with some less subtle ads that speak to safety, fun, even the possibly benefit of getting people to talk to other people in person again (sort of a social stimulus package).
Comment by spicejax on September 22, 2011 at 9:26am

Live smart TV ad from 9/19/11 Hang on thru the 'burbs ad it's right after.


Live smart ad on Jimmy Kimmel



Comment by Robert Stout on September 22, 2011 at 5:13am
Cute, but I tell people it is a "REAL CAR"... Folks think it is cute, but too small to be useful...

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