Currently over 10,000(!) active applications and registrations incorporate the popular term “smart,” and marks that incorporate the term are often subject to a refusal or a disclaimer requirement. The use of the term “smart” has been pervasive in trademark filings for several years. Anytime I see one on the freeway with a semi-truck bearing down on it, I can’t help but think “death trap.” But by focusing on the car’s benefits and applying some humor about its limits and about other car commercials, the “Offroad” spot actually improved my perception of the Smart car.Īnd you can trick them out, if you are into that, like this one modified to look like a tank.Īfter seeing the “Offroad” ad, I became curious about the status of Smart’s trademark registrations. I have never given Smart cars much credit. The spot by BBDO Berlin is called “Offroad,” and it features the Smart Fortwo car. They happen relatively rarely, but I actually saw a car ad spot recently that, while somewhat risky, I found to be very creative and effective.
