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."

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