Every country has its stereotypes, and Italy is no exception. This Lamborghini ad campaign, titled Feel Italian Wherever You Are, is a great example of how cultural typecasts can be used as an advantage in marketing a brand.
The images show three different views from the windows of a Lamborghini, none of them in Italy.
The first image appears to be in London, but instead of standing in stiffness as they should, the Buckingham guards are leaning against the wall and chit-chatting, one with his hand out, giving a shoulder shrug, in a manner that could only be described as Italian!
The second image depicts a tougher looking biker guy in a rough, desert like setting... online instead of riding a Harley, he's perched on top of a Vespa!
In the third image looks like it's shot in front of an American diner, with two mustached men clad in trucker-hats and flannel shirts. Instead of sipping on McDonalds to-go coffee, they're drinking their joe from tiny porcelain cups. What other way would an Italian drink their espresso?
Una campagna molto creativa!
Marketing with Stereotypes
Lamborghini: Feel Italian Wherever You Are
Trend Themes
1. Cultural Stereotype Marketing - Opportunity for brands to leverage cultural stereotypes to create unique and engaging marketing campaigns.
2. Location-independent Branding - Opportunity for brands to showcase their identity and values in various global locations, breaking the geographical boundaries.
3. Unexpected Product Placement - Opportunity for brands to surprise consumers by placing their products in unconventional settings, creating a memorable impact.
Industry Implications
1. Automotive - Disruptive innovation opportunity for car manufacturers to incorporate cultural stereotypes into their advertising campaigns and connect with their target audience on a deeper level.
2. Food and Beverage - Disruptive innovation opportunity for food and beverage companies to use unexpected product placement to create unique and memorable brand experiences.
3. Travel and Tourism - Opportunity for travel and tourism brands to showcase their destinations as places where people can experience different cultures, reinforcing the idea of cultural immersion.