Farm creates first outdoor work for new Smart models

Farm Communications is set to unveil its first work for the DaimlerChrysler-owned Smart car with a national outdoor campaign to promote the fortwo and launch its new roadster.

The campaign aims to broaden the appeal of the brand to a wider car-buying market as Smart moves from offering a single model to a range of marques.

A four-seater, called forfour, is due to be launched later in the year.

Sam Bridger, the head of marketing at Smart UK & Ireland, said: "In moving forward as a multi-product brand, it was essential that we captured the unique personality of the Smart fortwo and extended this to the new models in the range."

Executions for the fortwo focus on the traditional benefits associated with the model such as cheap running costs and ease of parking. Copylines include: "Car designers, how about we throw everything in the air and start again?" And: "Traffic cones, can we play a different game? We're bored with the queuing one."

The roadster ads emphasise the thrill of driving a sports car and feature copy such as: "Bodie and Doyle, fancy coming out of retirement?"

The campaign, planned and bought by BJK&E, is supported by press ads and a number of special build outdoor sites. The smart sites, by JCDecaux, use billboards that fill the gaps between a pair of standard 48- or 96-sheet billboards to illustrate how the car makes use of even the smallest spaces.

The ads were written and art directed by Gary Robinson, Owen Lee and Christian Bunyan.

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