smart Is as Electric as It Gets with This Band of Musical Eels
smart has got the summer underway with the aid of several highly energised, singing electric eels. Together with the BBDO Berlin agency, smart has created a music video that heralds the changeover to an all-electric brand at the end of this year.
"Fish please, I drive electric only" – the electric eels have got the message. In the song specially composed for them, the trio sing about the benefits of e-mobility and the power of electricity. The musical ad was directed by Zoran Bihać, well-known for his earlier music videos for Rammstein, KIZ, Die Fantastischen Vier and Herbert Grönemeyer.
Dr. Denise Heinermann-Bieler, smart's joint head of brand management and marketing communication, says: "We're delighted that smart will become an all-electric brand by the end of 2019. This lighthearted approach will help get that message across."
Carolin Güthenke, likewise joint head of brand management and marketing communication at smart, adds: "smart stands for unique driving enjoyment and the brand aims to make everyday mobile motoring as agreeable as possible for its customers. The amusing music video reflects this enjoyment and sense of lightness."
As Siyamak Jung, executive creative director at BBDO Berlin, explains: "Not only is e-mobility sensible, it's also a key factor in enjoyment. And with their groovy song the electric eels get us in the mood on smart's global social media channels."
The smart social media campaign consists of a music video which is available on YouTube and Instagram TV. There are additional formats such as Instagram Stories, Memes and Electric Eel Jokes, available via the @smart_worldwide Instagram channel on an owned-and-paid basis.
