The Smart Fortwo Cabriolet is the only convertible in its class that has a roof that truly opens completely. And so, its drivers should be "open," too—at least according to this fun, awkward brand stunt from BBDO Berlin.
The automaker subjected drivers to the "most open test drive," in which they were hooked up to a lie detector and asked personal questions, as a loved one sat shotgun. The questions get increasingly uncomfortable—mostly in the sex department, as it turns out—as the whole thing soon devolves into nervous laughter.
"The person who answers the questions really honestly and openly during the test drive travels with an 'open roof'—and is ultimately the winner," the agency says. "This is not only a fun promotion that reflects the core idea of the campaign. It also makes people want to try out this open-style driving in the new Smart Fortwo Cabrio themselves."
CREDITS
Client: Smart
Agency: BBDO Berlin
CCO: Wolfgang Schneider
Creative Managing Director: Jan Harbeck, Ton Hollander
ECD: Michael Schachtner
Creative Director: David Missing, Fedja Kehl
Art Director: Shelley Lui
Copywriter: Julian Stoelting. Kyra Nenz
Account Team: Sonja Ruschke (Account Manager), Lindsay Jönsson (Account Director), Jan Hendrik Oelckers (Group Account Director)
Agency Producer: Stefan Bader, Silke Rochow
Chief Production Officer: Steffen Gentis (BBDO Group Germany)
Film Production: Markenfilm Crossing
Producer: Oliver Hack (Managing Director), Alexander Husche (Producer)
Post-Production: ARRI Mitte
Producer: Julia Dobler
Music/Sound Design: Nordmeister
Composer: Malte Hagemeister & Kristian Nord
Audio Production: Studio Funk
Sound Engineer: Julian Maßmann
Producer: Nicole Leibner, Uta Wittchen
Director: Kai Sehr
DOP: Björn Knechtel
Script: Kyra Nenz, Julian Stoelting
Editor: Sven Duncker
Visual Effects: Martin Poggenclaas, the makery
Setting: Orange Films