The secret sauce? It’s called relevance.


A couple of weeks ago I saw this ad for the launch of the Smart Car in the US.

I thought to myself, “cool”. I didn’t love it, but I did like it. I felt it took a very simple core idea that was very central to the product itself, and gave it a positive spin, almost a counter-cultural declaration of sorts. On my scale of recognizing good advertising, which I wrote about in a previous post on this blog it surpassed my hurdles of being good, sticky, and branded. Not bad! Sure, maybe it wasn’t entirely original (this kind of thing was done by DDB back in the “Lemon” days, more than 40 years ago), but I thought it was pretty good, and that was that. Continue reading