“Against Dumb” not against a little recognition

The NY frogs are fueling a cultural movement for Smart Car in the US that epitomizes many of the reasons I struggle with the thought of returning to the states to live someday. We simply don’t need so much stuff, it doesn’t make us happy and only propels the hedonic treadmill toward further materialism. Pretty shocked to hear an advertising person talk like that?

That’s why I’m so happy to be a frog. We take a look at culture and try to tap into the anxieties and desires we are facing on a human level. And create a salient role for a brand within those culture considerations.

Seems to be working for Smart. They were just recognized by Forbes as one of the most creative advertising ideas of the year.

2 thoughts on ““Against Dumb” not against a little recognition

  1. I like the idea. I like the thought that brand belief has positive and negative dimensions: that you can be against something as well as for something.
    I just think this one is awfully close to the idea with which Mini launched in the US …

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