Ad campaign: Smart car 🚘

Whilst browsing around Google, I came across an ad campaign for a car which really appealed to me. The campaign was advertising a newly designed automatic car from the brand smart. I think the brand has done an incredible job in marketing their product, considering it’s for a niche audience

The poster above was designed by a freelance designer from Sydney, Australia. (David Cho) The design concept is very clever and understandable to everyone. The campaign is metaphorically associating the speed of the car to a wild fierce, ferocious jaguar. The tag line for the campaign is “it’s not just smart. It’s instinct. Which is telling the buyer that this car is very special and speedy using symbolism.

I find the overall design very fascinating due to it being marketed in a smart, clear way and how symbolism is a very effective technique. I like how the designer has included mapping to separate the different components of the car which allows all the focus to be on the jaguar and the speediness. I also like how the designer has carefully though of key elements such as: composition and colour to ensure nothing clashes in with the product.


Reference: ©David Cho ( Advertising campaign for Smart Cars) May 25th 2017.

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