smart Debuts New Brand Campaign with Fleeing Hot Dogs

Starting Tuesday, February 16, smart will be kicking-off a new international brand campaign through several ten-second spots. These spots include fleeing ‘Hot Dogs’ and a filling station attendant and each end with a question that is meant to arouse viewers’ curiosity: “What happened?”

Fortunately, the most curious of you will be enlightened thanks to a special dedicated microsite that can be accessed at the following link, which is also featuring the long version of all the spots.

"Our new brand campaign demonstrates the features of the smart fortwo in an entertaining and typical smart tongue-in-cheek manner. All viewers will enjoy it and it is an ideal combination of classic and new media," Marc Langenbrinck, Managing Director smart brand and Head of Sales and Marketing smart, said in a release.

Each film presents one of the typical features of the smart fortwo in a bizarre and amusing way, smart says. The campaign is starting with two films and a further four will follow in the course of the year. The protagonists in the films are part of an international, 3D animated city on the internet and invite viewers to find out more about smart.

The microsite also offers those interested an opportunity to register for a test drive, order brochures and download wallpaper. The brand campaign was jointly developed and implemented by smart together with four national organisations (Germany, France, Italy and Great Britain) and their BBDO agencies. The films were shot in Los Angeles in December 2009.