Smart is going all-electric in Europe and to get its message across, the Mercedes-Benz-owned brand has released an ad featuring singing electric eels.

Created by BBDO Berlin, it's a kind of music video set in a fish tank where the three eels are singing away about "eel-ectricity" together with some other groansome fish-puns ("I'm really eeling it" etc). Designed for social media (what else?) the ad is directed by German music video director Zoran Bihać.

Dr. Denise Heinermann-Bieler, Smart's joint head of brand management and marketing cCommunication, says: "We're delighted that smart will become an all-electric brand by the end of 2019. This lighthearted approach will help get that message across."

The campaign also includes memes and electric eel jokes which can be found on the Smart Instagram account. Smart already went all-electric in the U.S. in 2018, and is now switching over in Europe by the end of the year.