Small seems to be the way to go for small car advertising. Well yes, obvious but what's interesting is the way that small has been depicted creatively.
I absolutely love this stop motion ad for the Kia Picanto created by painting 900 nails over 25 days and 25 nights. Not just because I'm a girl and wish I had such nail paiting talent, but because this is creative genius. Really original way to demonstrate the benefits of the car to the target audience and the line 'We didn't just minimise it, we maximised it in a small space' nails the selling point and the whole point of the ad in one. Thanks to Alltop and the Caners for sharing this.
The miniature billboards which seem to be popping up in different cities across the world are fab. Here is SmartCar's miniture outdoor campaign - so cute that you would stop and take a look if you were walking past (disclaimer: if you we're not in a rush to your next meeting, late for a date or to catch the last bus). These what-is-that type placements are unusual and distrupt passers by from what they normally see as they're walking around their local area.
Another car manufacturer creating something unique from small is Hyundai. Here's the new Elantra ad. Using the russian doll technique to demonstrate big thinking in a small car, this ad is so fluid and elegant, it's poetic.
So we see small is beautiful, less is beautiful, small is beautiful again and big thinking into small.
Incidently, did you know that the phrase 'small is beautiful' was coined by Leopold Kohr, an Austrian professor, used to oppose the 'bigger is better' philosophy and business practice. In 1973 (good year) his student, English economist, E. F. Schumacher, wrote a series of essays called Small is Beautiful about how continuous growth strategies and lifestyles of consumption were not sustainable with a planet where natural resources were depleting. Interesting hey?
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