May 19, 2006
Smart celebrates world premiere of “The Da Vinci Code” in Cannes
Toronto, Ontario – The film “The Da Vinci Code” made its world premiere at the Cannes Film Festival and opens in Canada today; the Smart Fortwo is featured in a scene where Tom Hanks and Audrey Tautou use it to race through the streets of Paris. The film is based on a novel which also included the Smart in the escape scene.
The movie marks Smart’s second film appearance this year; earlier, it was Inspector Clouseau’s car in the remake of “The Pink Panther.”
Product placement has become an important part of Smart’s advertising. “In order to appeal more directly to our Smart target groups, we see the key benefits of concentrating our marketing activities on integrated promotions, product placements and sponsorships,” says JoAnne Caza, Director, Communications and Public Relations for Mercedes-Benz Canada.
Smart Canada has developed a microsite to coincide with the film; visitors can enter a virtual da Vinci studio through www.thesmart.ca. The site includes sketches of the Fortwo drawn in the style of Leonardo da Vinci, the movie trailer and an e-vite to send to friends. There is also information on three upcoming da Vinci events on May 27 in Montreal, Toronto and Vancouver.