Just in time for the Christmas season, smart USA asks shoppers to make conscious decisions when buying things. The team behind the initiative believes that nowadays people tend to spend money on more things they actually do not need, and now is the time to stop it. The brand teamed up with StrawberryFrog agency to kick off an initiative “against dumb” focused on promoting the principles of mind-driven consumption in hard economical times. smart encourages Facebookers to join the rally against overconsumption and promote the idea among their friends on the social media network.

“We are not calling it a campaign. We’re calling it a social media initiative. Smart still remains the epitome of efficiency—whether it’s fuel, materials or space—but as we looked at a number of things about the brand, [consumers’ perceptions of it had changed.] When the brand first launched in the U.S. and fuel prices were $4 a gallon, everyone got it. But now that fuel prices have gone down, America is back to what we like to do, which is “bigger and better” [when it comes to buying] and all that. And people are saying, “I don’t know if I really need a car like this anymore.” And so, we wanted to [address that] in the context of a humorous [movement.],” said Kim McGill, smart’s vp-marketing, advertising in its interview to Forbes.

The message of the campaign is simple and popular, still it remains quite relevant.  “We see all these ads now as we get into the holiday season. People are overextending their credit cards, they’re losing their homes. It’s like, why did we buy all of this stuff? Did it really make us happy? How happy am I that I have all this junk?” continued McGill.

smart unveiled a list of statements such as “We buy stuff we don’t need left and right. That’s dumb” and “We buy stuff from the sky store catalogue. Dumbiest. More. Ever.” The brand is also going to feature the worst examples of dumb, mindless overconsumption in the videos it is to release soon.