Rather than another boring car ad, you know the ones with panoramic views, winding roads and well behaved children, Fiat took a different approach.
Instead of selling some utopian view of the world that can somehow be accessed by buying a new car, Fiat has created a rap about the truth of motherhood. If you’re a parent, male or female, there will be at least one moment in your life when you can’t leave the house because every item of clothing that you own is covered in something that’s not supposed to be there. If you’re not a parent, well, this ad isn’t aimed at you.
Plus, it may look like a game of sardines, stacking three kids into the back of a Fiat 500L, but it seems to work. Perhaps that’s the magic of advertising in action.
I’m sure this ad will work for its intended market – people who long for a lie in and a good solid eight hours of sleep, perhaps even for two nights in a row!
Having scored about 2.5 million YouTube views in three weeks, this made for the Internet ad (it’s more than three minutes long, it wasn’t designed for television) is some genius advertising.
Here’s to Fiat, telling it like it is! Word.