World’s Smartest Radio Spot

Creative idea

When it comes to radio ads, automobile sales campaigns dominate the block most of the time. Therefore, it’s not easy to get attention from the mass audience. We decided to use the radio block in a smart way by making a tiny radio ad that fits everywhere. Just like smart… And we parked this 0.84-second long ad between other car ads. The good thing is they didn't even know about it. With The World’s Smartest Radio Spot, we uniquely visualized our product promise tininess. And our voice became louder than those big, spacious car ads.

Brand name: Mercedes-Benz
Advertiser / client: Mercedes-Benz Turkey
Product / service: smart
Campaign name: World’s Smartest Radio Spot
Agency network: PUBLICIS
Agency: Publicis Emil Turkey - Istanbul
Additional company: 3K1A MUSIC
Creative director: Ercan Akkaya
Art director: Mustafa Geyik
Copywriter: Emre Gulver, Emre Insar
Account director (agency): Duygu Sener
Client account director: Muge Yildirim
Strategic planner / strategist: Berna Tasci
Agency producer: Sevinc Oktem, Hikmet Helvaci