The Smart Car “Off Road” commercial was a big hit at Cannes, and once you see it yourself, you’ll see why.

The strategy and humorous execution make this a crowd-pleaser–if you don’t own a huge SUV.

One thing to always keep in mind with any product you’re advertising is: that it’s not perfect.

The same, we remind our own clients from time to time, goes for service. If you want it fast, you won’t get it cheap. If you want it cheap, don’t expect 5-star quality.

So if this is true, why would you want to focus on the negative? What if the target consumer only remembers the negative?

Watch that smart car ad again, and then ask that question again.

If you want a car that can go off-roading up mountains and canyon walls, that puppy is not going to be a tiny fuel-efficient toy car, so on and so forth.

The most recent ad for the Smart car does just that, brilliantly. The commercial shows you just how much the Smart car sucks in the off-road world. Catches you off guard. But it doesn’t end there. All of a sudden you are whisked away to the city where a large SUV is beat out for a parking spot by the Smart. Beautiful.

So, next time you start looking at all of the positives of your product or service, look to the negatives as well. There could be a fantastic campaign hiding in there.

Author bio: Sam Zargari is a copywriter, and has over 15 years in sales and advertising experience.