Smart Car and MBA unveil print work for special-edition car

Maher Bird Associates has developed a press campaign for the launch of DaimlerChrysler's special-edition Smart city-coupe, the Brabus.

The Brabus is a customised, high-performance version of the standard city-coupe designed to appeal to a more up-market buyer.

The print ads show a stylish shot of a silver Brabus with two different straplines: "the unstretched limo" and "large it".

The "large it" execution is designed to appeal to the lad market who are interested in customised high-performance versions of cars and will run in men's titles such as GQ and Stuff. "The unstretched limo" creative aims to hit a more general up-market car buyer.

"We have launched this campaign because many people aren't aware that there is a special Brabus version of the Smart Car," Simon Dodd, the managing director of MBA, said.

The campaign was written by Dave Weller and art directed by Tony Hill.

Media planning and buying is through BJK&E.