Kobe Bryant stars in Smart Car campaign for China market

Mercedez-Benz partnered with Bryant as the brand ambassador for its Smart Car brand in China for the next three years.

The new TV ad, created especially for the China market, was directed by American film and MV director Dave Meyers, who has crafted award winning campaigns for many international brands including Apple’s iPod 'Silhouette' ads. It features Hollywood style, action-packed scenes featuring Bryant and the Smart Car weaving through the city of LA in a hot pursuit.

While it is a Hollywood-style blockbuster, it has cleverly integrated Chinese elements, such as Smart’s print ads which are featured in a contemporary art gallery in the plot. In addition, Chinese-style drums are used in the film’s soundtrack, conveying the ups and downs in the tense atmosphere, adding depth and fascination to the plot.

The agencies explained that 'Big, in the city' is not about physical size, its about a way of thinking.

The ad campaign also dispells any myths that Smart is a 'small' car, it's actually quite roomy and comfortable for two people.

To kick off the ad campaign, the Smart TVC will be released on Weibo similar to a film release, marking a first of its kind. The agency has invited key opinion leaders and encouraged users to write film reviews to build anticipation prior to the TVC's launch. It will be running nationwide for three weeks.

It is supported by a 'Big in the city' roadshow across 25 cities in China, in office LCDs, in-flight TV, OOH and print in national magazines covering auto, lifestyle, sports, news and fashion titles in April and May.The campaign also includes test drives on-ground events with routes made up of 'smart' places recommended by fans and users. Bryant comes to China in July for a customer party for Smart users. 

Credits:

Project Smart Car’s ‘Big, in the city’ campaign
Client Mercedes-Benz China
Creative agency BBDO Beijing
Executive creative directors Tim Evill, Tianit Ng      
Ceative director Matt Phillips
Copy writer Aliang Lai
Senior producer Hana Zhang
Production house Radical Media
Director Dave Meyers
Executive producer Tommy Turtle
DOP Colin Watkinson
Post production PixelBox
Editor Nick Diss
Music Massive Music
Media agency MEC Beijing, MEC Interaction Beijing, Kinetic Outdoor
Managing partner Michelle Yang
Client team lead May Piao, Corinna Chen (Digital), Nicole Xu (OOH)
Supporting team Fabric Gong, Sarah Lou, Eve Luo, Jean Zhao
Exposure TV, online, OOH, print