Mercedes Benz's newest campaign for its tiny car questions whether size really does matter.

Mercedes Benz's newest campaign for its Smart Fortwo launch in the U.S. emphasizes the ‘unbig'-ness of the cars, while poking fun at American obsession with ‘big.' The TV spot features a montage of snippets showing a variety of scenes of Americans from all walks of life, each repeating the same one word in different contexts: ‘Big.' Smart Fortwo general manager Tracey Matura said the message is for people to rethink what they need from transportation:

It's not about large being bad, it's about big not always being necessary. The Smart is the right car from its inception to delivery in your driveway.

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