Fiat 'Immigrants' Ad Shows How Eager the Car is to Reach America
Katherinev123 — July 17, 2012 — Autos
References: nytimes & brandingmagazine
In an another effort to promote the Fiat in the United States, the Italian automaker has launched the Fiat 'Immigrants' commercial to demonstrate just how eager the little Italian vehicle is to get to American soil.
The Fiat 'Immigrants' commercial is the first to promote all three Fiat models -- the Fiat 500, Fiat 500c and the Fiat Abarth -- and it shows them diving off cliffs and driving into the ocean in order to "swim" all the way to the United States. The commercial, created by Dallas-based Richards Group, is a funny attempt to get more Americans to embrace the car after a less-than-stellar period of sales in 2011 and a couple of commercials featuring J-Lo that garnered very cool reception.
According to Olivier Francois, entering the North American market has been tougher than expected. He says, "It is a segment that is kind of challenging. Connecting the product in the United States to its Italian heritage and putting the 500 in its context are what we need to do."
The Fiat 'Immigrants' commercial is the first to promote all three Fiat models -- the Fiat 500, Fiat 500c and the Fiat Abarth -- and it shows them diving off cliffs and driving into the ocean in order to "swim" all the way to the United States. The commercial, created by Dallas-based Richards Group, is a funny attempt to get more Americans to embrace the car after a less-than-stellar period of sales in 2011 and a couple of commercials featuring J-Lo that garnered very cool reception.
According to Olivier Francois, entering the North American market has been tougher than expected. He says, "It is a segment that is kind of challenging. Connecting the product in the United States to its Italian heritage and putting the 500 in its context are what we need to do."
Trend Themes
1. Cliff-diving Cars - Creating commercials that showcase unconventional and daring stunts involving cars to generate interest and excitement.
2. Promoting Multiple Models - Developing advertising campaigns that feature multiple models of a car brand to showcase the range of options available to consumers.
3. Connecting to Cultural Heritage - Building a brand image that emphasizes its cultural heritage and origins to create an emotional connection with consumers.
Industry Implications
1. Automotive Industry - The automotive industry can take advantage of the trend of creating innovative and attention-grabbing commercials to market their vehicles in a more engaging way.
2. Advertising Industry - The advertising industry can capitalize on the trend of promoting multiple models in commercials to showcase their creativity and storytelling abilities.
3. Marketing Industry - The marketing industry can explore opportunities to connect brands to their cultural heritage and create meaningful narratives that resonate with consumers.
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