When Dieter Zetsche, CEO of Daimler Chrysler (at the time), smart’s parent company, flies in to meet the team selling 3,500 units a month, you up your game. Again and again. Certain clients can have a knack for engaging that extra gear. Dare I say, Mercedes-Benz is one of those clients. The challenge was simple: speak to the car’s focus on fun, affordability, and safety.