The image of cars in a showroom
Car ads have long juxtaposed beautiful women with beautiful vehicles. Fiat’s latest spot for its Fiat 500 Abarth is just the latest example, relying on the old adage that “sex sells.”
The steamy ad, dubbed “Seduction,” racked up more than 1 million views on YouTube in just a week, but some are suggesting the new commercial may be too hot for TV.
In the video, a nebbishy man is caught ogling an attractive Italian model (the gorgeous but not Italian Catrinel Menghia, from Romania). She slaps him, berates him heatedly in Italian and then does some suggestive things to his frothy latte (see video, below). Just as the man closes his eyes in anticipation of a kiss, he comes to and finds himself staring at something else.
The 60-second spot ends with the message, “The Fiat 500 Abarth. You’ll never forget the first time you see one.”
The edgy commercial is just the latest in Fiat’s marketing barrage as it attempts to gain a foothold in North America. The carmaker also recently launched a high-profile campaign featuring Jennifer Lopez driving around in a Fiat 500.
So what do you think of the commercial? Too suggestive or no? (You might have to watch it over and over and over again to be sure.)