smart drag racing

Watch This: The shortest drag race (Smart Canada)

It's got it where it counts

And, they’re off! It’s a David vs. Goliath race between a small electric car and its bigger, faster competition in this new video from Smart Canada.

The result? No surprise here: the smaller car loses in speed races to all three sports cars it races against. But that’s not the point of the video. In the reveal, Smart Canada drops its car in the middle of downtown Toronto, showing it speed through traffic, moving from lane to lane like Frogger. “It’s the first five metres that counts,” the ad says.

Client: smart Canada
Agency: BBDO Toronto
Associate creative directors: Chris Booth / Joel Pylpiw
Writer: Chris Booth
Art director: Joel Pylypiw
Creative directors: Peter Ignazi / Carlos Moreno
Account team: MMike McGee / Julia Dewar / Deanna Tatham
Director: Shin Sugino
Production company: Sugino Studio
Director of photography: Shin Sugino
Editor: Christina Hubers – Rooster
Colour: Eric Whipp – Alter Ego
Audio: Daenen Bramberger – Apollo
Agency Producer: Beatrice Bodogh

Brands Articles

Schick bids young men to think more about their shave routine

'Don't be like dad' is the message behind a new integrated campaign

Springboard rebrands with Stephen Thomas

New identity shows Ontario charitable organization is people-focused

Telus helps Canadians give back to their communities

Survey shows half of Telus' customers stay with it due to its community involvement

KFC Canada tests beer at two Toronto locations

Starting this fall, the quick-serve restaurant will serve domestic and imported beer

Milk West and DDB launch animated webseries

No hard sell, just a milk carton and his buddies

Air Canada and Rickard’s seek Canada’s top bars

Promotion in enRoute magazine connects beer brand to top pubs in cities across Canada

Watch This: Moment Factory lights up Parc de la Gorge

Turning a park into a glowing, immersive, multimedia experience to convince hikers to stay the night

Most chief marketers feel underpaid: CMO Council report

Smart alliances and digital skills key to CMOs' salary