The smart way from London to Edinburgh

The ASA have ruled in favour of smart, the iconic automotive brand, by supporting the brand’s London to Edinburgh television advertisement.

The ad shows a time-lapse sequence of the two-seater car driving from London to Edinburgh. The voiceover states that, “on one tiny 33 litre tank, a smart car can do 433 miles”.

The ASA has investigated and rejected claims that the ad is misleading.

In their adjudication the ASA stated: “We considered that the VCA figures in conjunction with Mercedes’ evidence was sufficient to support the claim that a smart car could do 433 miles on one tank of petrol. We concluded that the ad was not misleading.”
Dermot Kelly, Managing Director, Mercedes-Benz Cars, said: “We’re delighted that the ASA has vindicated our position, on what is a very solid environmental and economical message, and decided to reject the complaints.

Kelly continued: “The television ad demonstrated that a drive from London to Edinburgh is proven to be well within the capabilities of the smart fortwo on less than one 33 litre tank of fuel.”

The smart range of cars starts from £6,912.44 on-the-road and is available through the Mercedes-Benz Retail network. For more information about smart, visit smart.com/uk