In 2003, Saturn aired an advertisement that humorously pointed out the impracticality of cars in terms of space usage, essentially spotlighting their own inefficiencies.

My first thought was that it is a very smart way to bring a message. But then I got confused.

A man stopped traffic in Brooklyn to show everyone Saturn through his telescope

The 2003 Saturn advertisement!! 1. Campaign name: The ad campaign was called "Sheet Metal" and was created by the advertising agency Publicis. 2. Humorous approach: The ad used humor to highlight the impracticality of cars in terms of space usage, showing how much space is dedicated to the vehicle itself. 3. Self-deprecation: By spotlighting their own inefficiencies, Saturn poked fun at themselves and the automotive industry as a whole. 4. Space efficiency: The ad pointed out that cars are only occupied by humans for about 5% of the time, making them inefficient use of space. 5. Creative visuals: The ad featured creative visuals, such as a car being wrapped in sheet metal to emphasize its empty space. 6. Tagline: The ad's tagline was "Use less car," which was a playful way to acknowledge the issue. 7. Industry impact: The ad campaign sparked conversations about sustainable design and the environmental impact of vehicles. 8. Award-winning: The "Sheet Metal" campaign won several awards, including the Cannes Lions International Advertising Festival. 9. Cultural relevance: The ad tapped into the early 2000s cultural zeitgeist, which was starting to prioritize sustainability and efficiency. 10. Legacy: The campaign is still remembered and referenced today, making it a memorable and impactful advertising effort. L - The ad was part of a larger campaign that aimed to reposition Saturn as a more sustainable and environmentally friendly brand. - The sheet metal visual was used in multiple ads, each highlighting a different aspect of inefficiency.

I do love a walkable city. It’s good for the soul.

You mean to tell me that this isn’t a Wes Anderson movie?

This illustration by Karl Jilg reveals how much space we waste on cars. What are your thoughts on this?

I wish they would still make ads as cool as these.

The ad shows why parking is especially problematic from an urban space perspective. The parking lot shot, with dozens of people evenly dispersed along a vast plane of asphalt, hits home the idea that cities have made too much room for cars. So do the images of people sprinting—or, more often, standing still in “traffic”—on a freeway overpass, with so much road between them.

And cars have only gotten bigger since then

I guess “impracticality” is in the eye of the beholder. Considering the speed and range (two factors this commercial ignores) of cars using nothing more than 15-20 gallons of gasoline, their space usage is incredibly efficient—miraculously so.