Maher Bird Associates has unveiled its first work for Daimler-Chrysler's Smart car, which focuses on how fun the miniature car is to drive.
The ads in the pounds 2 million multimedia campaign are based on serious but positive messages about the car. These include its high miles-per-gallon, a high level of recyclability and the fact that it takes up less space when parking. But the core message is that the car is fun to drive.
The campaign, which breaks on 17 October, will mainly target London, Birmingham and Manchester. It includes small-space press ads, 96-sheet posters, special build posters, bus- and taxi-sides and banner ads.
The campaign will also include ambient media in the form of sponsorship of the exit barriers at tube stations, parking space in NCP car parks and pavement murals hi-jacking Green Park tube station, which has a Smart sales centre directly above it.
One poster carries the headline 'Road joy', a second 'Eco-friendly', a third 'Wallet -friendly', a fourth 'London-friendly', and a fifth 'Driver-friendly'.
All of the posters have the visual of a smiley face, with headlamps for eyes and a grill for a mouth.
Walter Scherg, the general manager at Smart, commented: 'Smart is synonymous with innovation, design and fun.This is reflected in our advertising, which is different from traditional car campaigns. MBA has combined the rational arguments for buying Smart with a fresh approach.'
Graham Kerr, the creative director at MBA, said: 'We haven't stopped smiling since winning the business.'
The campaign was written by Tony Hill and art directed by Dave Weller.
Media planning and buying is by BJK&E.