PARANOIA

ClientDAIMLER AG / SMART
Category A03. Durable Consumer Goods including Automotive
TitlePARANOIA
Product/ServiceSMART FORTWO
Entrant BBDO Berlin, GERMANY
Idea Creation BBDO Berlin, GERMANY
Media Placement OMD GERMANY Düsseldorf, GERMANY
Credits
Name Company Position
Till Diestel BBDO Group Germany GmbH Chief Creative Officer
Siyamak Jung BBDO Berlin GmbH Executive Creative Director
Saydan Celik BBDO Berlin GmbH Designer
Eduardo Balestra BBDO Berlin GmbH Copywriter
Lukas Rohde BBDO Berlin GmbH Copywriter
Lia Hermann BBDO Berlin GmbH Copywriter
Mark Hassan BBDO Berlin GmbH Managing Director
Kay Bathe BBDO Berlin GmbH Account Manager
- - nhb studios Berlin GmbH Audio Production
Wenke Kleine-Benne nhb studios Berlin GmbH Music/Sound Design / Sound Engineer
Sway Clarke - Voice Over Artist

View Script

Write a short summary of what happens in the radio or audio execution or campaign.

Sometimes when we drive we tend to go a bit paranoid and start to overthink all kinds of things: “Did I lock the door?” “Did I leave the washing machine on?”. The paranoia takes over till the point where we just want to turn around quickly. And that’s exactly when a smart, the car with the smallest turning circle, comes in handy. With that insight we decided to “cause” a soft paranoia to the audience in a humorous and entertaining way, in which anyone listening could relate to.

Cultural / Context information for the jury

smart has the smallest turning circle of all cars. So, when you’re overthinking all kinds of things while driving and the paranoia is taking over, the possibility to turn around quickly comes in very, very handy.

Script. Provide the full radio advert script in English.

WASHING MACHINE So, there you are: on your way to work. But hey, you’re not one of those guys who leave the washing machine running, while you’re out. Are you? Naw, no big deal. I mean, it’s just according to statistics that’s how 3,500 cases of water damage are caused in Germany – EVERY. DAY. You know, all those tubes and seals – they last like 1,000 times and then, when you least expect it: BOOM. Bursts of water. Everywhere. Not that you should be worried, of course. You’re certainly not that careless. Besides, you have your insurance for emergencies like that… oh. Damn. Okay, well. One thing: Insurance doesn’t quite cover damage for washing machines when you’re not home. They call that "gross negligence". Which makes sense, because we’re talking about possible damages into three figures. But listen, I don’t want to ruin your day. And when you get home tonight, everything will be fine. Probably. Okay. Worst case scenario? Your bed is not even close to the washing machine. So when you struggle falling asleep tonight, as you think about all those broken pipes, monthlong repairs, mold, dept and all that stuff, at least your bed will still be comfortable. But fortunately you’re safe. Because you didn’t leave the washing machine runnin, like those 3,500 hundred people who pay the consequences. Or did you? For the quickest turnarounds. smart fortwo