Fiat launches new “Baby” ad in hope to boost sales of the 500 hatchback

Article by Christian Andrei, on March 16, 2012

Fiat's new 30-second ad for its 500 hatchback stars a baby, reminiscent of the ad for the Super Bowl. It takes inspiration from the "Seduction" ad for the Fiat's Abarth that was shown this year at the Super Bowl. In this commercial, Romanian model Catrinel Menghia says to a geeky observer: "Che cosa guardi?" which means "What are you looking at?"

The new “Baby” ad is the creation of Chrysler agency Doner in Detroit. It started to run Wednesday on local and network TV. Doner was also the creative genius behind the latest Abarth "House Arrest" ad that portrays Charlie Sheen as a wild man driving a car around a mansion filled with women. Notably, Richards Group, Dallas, made the original spot with Menghia.

In this “Baby” ad, two guys who are supposed to go to a sporting event are stuck taking care of the baby since it was girls’ night out. Their car then pulls up next to another driven by an older man who looks at the child. She also doesn’t like to be stared at that long and he makes the classic Italian thumb-against-fingers gesture, and asks, "Che cosa guardi?" This spot closes with a female voice-over that says: "Let your Italian out."

Regarded to be the best way to meet the expectations of prospect customers from the most eccentric to the simplest, the Fiat 500 is not an exclusive concept but rather is an inclusive one.

The notion of making something that can adjust to the requirements of the individual was also conveyed in the resolution to get ahead of the competition in the course of combining electronic tech into the compartment of the passenger. The next generation Blue&Me can be opted and an iPod can be seamlessly connected, all because of the battery charger and the socket. A new handy navigator was created specifically for the Fiat 500 with Magneti Marelli, which is directly fitted on the car’s dash and incorporated to other functions of the vehicle.

The idea of customizing it is not restricted to the product, but even covers payment and services. For instance, under the '500 Cents' and '50to500' schemes from Fiat Group Automobiles Financial Services, the client can buy any variant of the Fiat 500 plus customization options, for 5 euros a day. To make this offer even more attractive, either no down payment is required or only 50% of the sum is given at the start with the rest to be settled after two years.

And each time that a client gets any of the loans mentioned above, he or she will get a manufacturer's warranty for 5 year or 500,000 km as well as other related services that Fiat is giving away initially, and which includes the complete 24-hour service on the road. And when periodic maintenance comes up, a representative picks up the vehicle from the client’s residence. In the meantime, convenience is kept to a minimum with the guarantee of taxi fare reimbursements.

With a lot of promises and deals, the Fiat 500 is without a doubt a vehicle that’s essentially for anyone. It is a vehicle for the people, made by the people. The New Fiat, the Fiat 500 is for everyone indeed.

For the brand, the release of the Fiat 500 signifies the beginning of a new era, a statement of the responsibility that Fiat aims to achieve in the succeeding years on the market and in the world. It is a forerunner that champions conscious consumption.

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