Product/ServiceA SMART CAR
Category A05. Automotive
Idea Creation BBDO BELGIUM Brussels, BELGIUM
Production SONICVILLE Brussels, BELGIUM
Name Company Position
Arnaud Pitz BBDO Belgium Creative Director
Sebastien De Valck BBDO Belgium Creative Director
Jasper Verleije BBDO Belgium Art Director
Sarah Huysmans BBDO Belgium Copywriter
Wouter Van den Herrewegen BBDO Belgium Strategic Planner
Diane Vandebroek BBDO Belgium Account Director
Melissa Fastenaekels BBDO Belgium Account Manager
Roel Sweron BBDO Belgium Account Executive
Nicolas Van Poeck BBDO Belgium Radio Producer
Sonicville Sonicville Radio Production Company

View Script

Write a short summary of what happens in the radio advert

In this 30 second radio ad, we hear a woman trying to park in a spot that is way too small. When he starts losing it, the parking sensors get a second function: bleeping the curse words.

Cultural/Context information for the jury

Belgium is a small country but according to the INRIX Traffic Data Company we're big when it comes to city traffic jams. With three cities in the top 13 of most congested cities in Europe and North America Belgium performs as good (or as bad) as the USA. No wonder with 6,5 million vehicles for a population of 10 million. One of the reasons is the lack of space and more in particular: parking space. A study performed by SUSTAPARK (supported and endorsed by the University of Brussels and the cities of Brussels and Leuven) concludes that 7 out of 10 cars driving around in the city centre are looking for a parking spot. Radio allowed us to be relevant in a contextual way. Belgians have the habit of listening to the radio when driving. Certainly in car congested cities radio stations function as a source of road traffic information.


SFX car Look there, a spot SFX: indicator, gear shifting, engine Let’s hope I can squeeze in there … SFX: Chiming of rear-parking sensor Ow come on, DARN IT, Please tell me I’ll get in there, GODDAMMIT …. Come oooooon, BUGGER Why did he park like this? ASSHOLE What a CRAP idea To park your SHIT car So FUCKING badly FUCKING ASSHOLE FUCK, SHIT Seriously dude!!! Go home! SFX: Shifting, revving engine, driving away