The Abarth commercials, have been right on the mark, I think. The 500L commercials, span a bit wider of a demographic between the partying, Diddy, and the wedding. Realistically, the key market for that car would be mid to late 20's couples just starting a family and I think that's a demographic they have been popular with.

Fiat does have a pretty good draw to middle-aged and older demographics, but the potential numbers in those demographics are smaller and any marketing to those would put off the larger, younger audience.

I think they've done okay. Maybe not perfect, but they're not too far off.

Honestly, I think the funnyordie Italian family video was the best out of everything, I wish Fiat would do more stuff like that. It's memorable and highlights that Fiats are Italian and have character, they're not a typical boring econobox, which is what a LOT of customers don't get. It's why we're discounting the crap out of everything, because you can buy a garbage little Kia whatever for a little less.

 

The Italian Family was funny too watch Fiat should have built on that Commercial. Puff Daddy is so outdated it is not funny anymore. I hate to say it watching them Peugeot Commercials are more fun

 

The original animation was cuter, but wow R they targeting us oldies because youngster have no clue who those people were.

 

I've thought a lot about these types of pondering/commentary threads and I couldn't help but be reminded of the modern comic book industry.

In the late '80s/early '90s, the market changed quite a bit. Men growing up on comics began entering the field as writers & artists. Rather than continue doing what they enjoyed about comics, as kids, they produced more mature work. Batman became a hardcore vigilante, Superman died, Spider-man expanded into a (minimum) 5-title series and the Hulk became a philosophical book. Those kinds of books never before dominated the market… they usually ran in alternate universes. This protected the books for youth while giving adult comic book fans something a little more relatable. The fanboy takeover of 'the Big Two' created a type of homogenous vibe in USAmerican comics. Yeah, there was a very brief financial spike, but the industry $$$$uffered in the long term.

The industry has since been in a constant scramble to sort out how to draw in youth, because it needs fresh minds/new blood to keep the machine moving. Catering to older men cannot sustain that industry, because those men have stuff like adult life (Read; Bills & other commitments) competing with their entertainment dollars. But with such a severe paradigm shift, the industry was never the same. Now, imported Japanese comics (called manga) dominate the market. Japanese comics are more varied… always mindful of their market. The industry also saw the second coming of 'indy comix'. Those books varied from fun, silly and/or bizarre to really deep and personal dramatic works.

'The Big Two', now, shares markets… ideas… and creators with the underground & foreign markets. Look at the films coming out of Hollywood in the past 15 years. Not every comic book movie and/or television show is based on a major superhero book. Big $$$.

FIAT has always, even in Europe, catered to a certain demographic. That demographic is fun-loving people who dig but, maybe, can't afford Italian exotics. Look at most of their vintage print ads… La Dolce Vita. They lost that bit of fun, for a short time.

FIAT, with a fresh global strategy, realizes they need to reclaim their image. Maybe cars priced for the 'everyman' could also be designed with celebrity appeal… again. Modern people are image-conscious and the ability to afford a car associated with 'how the other side live' is attractive to most. The premium econocar is born. It worked in the '50s/'60s/'70s… FIAT trusts it will work again. In the process, they could reinvigorate our market (which has become a bit stayed & homogenous, like the USAmerican comic book industry).

Does this strategy diminish the image of FIATs as well-designed, simply perfect & affordable cars? Not in the slightest. The people FIAT draws with what they do better than anyone else are what we call fans & early adopters. Many of those people remained loyal to FIAT… even through the decades FIAT offered no new product in the USA.

 

Very fun.

 

I look at my Fiat 500 the way I did my old Volkswagens (and that includes the air cooled ones that I've owned). Small, funky, full of personality, practical, and reasonably priced for what you get. I think Volkswagen used to do a good job at bringing in young people, but I wouldn't say so much anymore and their prices have steadily increased pricing many people out. I think Fiat needs to look at some of the old campaigns from Volkswagen and try using that approach if they want to target the younger crowd. I think the cars jumping into the ocean was a fun commercial. The one with the guys in the dessert for the 500 L with Diddy or whoever he is (I honestly had no idea who he was when I saw it, shows you how in touch I am) was lame.

I think if they want to target the youth in this country (and I'm not a full time college student again, so I hang out with quite a few every day), they definitely need to change their ads. Using European style ad campaigns isn't going to play here the same way it does overseas. They need a commercial that has people talking like Kia's hamsters, the Darth Vader one from VW, etc. even if the commercials are hokey. If they don't want to go with fun, then at least just go with factual. Show the car zipping around town getting great mileage, show it easily parking in tight parking spots while someone in a land yacht behind them is frustrated that they can't park their SUV/truck, things like that.

 

VW still has fun commercials. I like their new one where the guy is backing in and out of his garage to hit 100K miles. Showing there cars, are dependable.

 

the three largest demographics in this country are 25 to 34 years making up 14.2% of the population, 35 to 44 years at 16% , and 45 to 54 years at 13.4%. the 20-24 age group makes up only 6.7%. so, the 35-54 age group makes up almost 30% (85,000,000 million) versus the 20-34 age group at 21% (58,000,000). I did not include the 15-19 age group as they are (mostly) either non drivers or non new car buyers. I think the commercial are aimed too often on the wrong groups, and the lackluster sales, especially of the 500, reflect this.

 

… I think the commercial are aimed too often on the wrong groups, and the lackluster sales, especially of the 500, reflect this.

The 500 or 500L? The Elle is taking its time to find its market and they put weddings in some of those commercials. The 500 pretty consistently beats its closest EU competitor in this country.

 

I think the key to celebrities in commercials is whether the celebrity in question is someone who you (assuming you are in the target demographic) admire and would like to meet and hang out with. Case in point....Diddy and Charlie Sheen, personally I would go out of my way to avoid meeting either of them, so for me they do not sway me more to buy a 500. J Lo, on the other hand.....

 

I would enjoy seeing a Fiat commercial that focused on what is interesting and unique about the car. Surrounding the car with hotties and playing cool music contains no information about the car, unless Fiat cares only to reduce the the 500 line to little more than background props.

Imagine this survey question: "The Fiat 500, Abarth, or 500L commercials made me want to buy a Fiat because.............".

1. I love me some Diddy
2. I love me some Charlie Sheen
3. I'm twelve years old and I want hot babes to change their clothes in the back seat with me in the middle
4. The Italians are coming and it's party time

You get the point. What is the inspiration, and where is the information? What about Fiat history, design elements and intention? How about some Fiat commercials for people who are thoughtful, intelligent and reflective, and not just the party car of the moment glitter fest approach? The cars deserve more, and so do we.

 

I get it, ghostdog

I would like to see some of the answers buyers give about what led to their purchase of a FIAT 500. I do believe many answers have to do with the looks. Why? I read it a lot here. I don't think the phenom is isolated to this lot. What does FIAT do? Focus on image & looks.

There was a similar thread not too long ago. I believe Lil' Blue commented on why FIAT has never developed heritage spots. I provided quite a few links to the 'FIAT channel'. Those spots also play on heavy rotation at the LS. What I've gathered is FIAT assumes the intellectual will dodge the thrilling tv spot for some serious info. That can be had... online and in print.

That brings me back to my initial answer to this thread... The tv spots aren't for seasoned shoppers. They're for the young blood and people influenced by celebrity. The early ads (simply MORE/Get Ready, Drive-In and such) did... to some degree... present the historical & innovative merits of the 500. Those are the ads I saw first. I didn't expect they'd run those forever. I suppose this may be part of what Marchionne meant when he said they arrived 2 years too early.

 

I bought my 500, before there where any commercials.

 

Quality is one thing, and quantity is another. Anytime anything is advertised, it may be targeting a market, but it's intended to ultimately reach any buyer (which in the case of a car, is many) by creating a wider presence. As long as the advertisement doesn't suck, being able to pound the airwaves with it is more important than what actor is in it, or if it's slotted in the "youthfulness" category. I doubt any of you conduct your lives based purely on how things are marketing to you--like it's some constraint you have to live within. Besides, a youthful angle doesn't lose. Who doesn't want to feel younger? Are they supposed to run a spot with a bunch of nursing home residents stealing the car in the middle of the night and heading to Taco Bell like in this year's Super Bowl commercial? You create a fantasy. People know full well that their lives are nothing like a TV commercial. Kia advertised a car being driven by hamsters jamming out to their sick audio system, and on the road I see every demographic fully represented (except the affluent, perhaps) driving that car.

Also, and I hope this is my last comment on the celebrity thing, cause it gets tossed around so much. They are frigging smart to be endorsed by (or is that "get in with") some of the most powerful people in the entertainment and marketing business. J-Lo is currently by Forbes as the 12th most powerful celebrity in the world, and certainly the most powerful female Hispanic in America. Sean Combs' net worth is almost double hers. Think these folks might know some folks in the marketing and entertainment sphere that could certainly help FIAT make a name for itself? One of them has been able to get drinking water produced and sold under their brand after the billion dollar corporations filled the shelves with their products. Water! Should they have gone and talked to Justin Bieber, spent millions, and seen how far that got them behind the scenes? The guy who would have, two years later, turned into a mess and been caught egging houses, doing drugs and racing cars illegally in a neighborhood? Or how about Taylor Swift, another superpower. Is she even old enough to drink yet? How about Lady Gaga? Not for a car brand. Or perhaps Madonna? Antiquated. The only people on Forbes' list to best J-Lo that have relevance are Beyonce and Ellen DeGeneres. So, that said, FIAT probably did the absolute best job of using this data and breaking into the market. If J-Lo didn't have universal appeal, then she wouldn't still be on TV and let's face it, she looks **** good for her age. Too bad she wasn't actually in the commercial. LOL That wasn't smart, obviously. On the flip side, it did get more publicity than had it just been J-Lo. Maybe that was a cheap way of getting attention. We'll never know.

 

if it was all that simple, car companies would just get celebrities with the highest Q ratings and use them. most do not do this. imo, using celebrities is just a copout for not having the foresight to make commercials that leave a lasting impression on the car (rather than on the celebrity). when I think of car commercials that have left a lasting impression on me from an automaker, not a single one involved a celebrity. Heck, even fiats most memorable commercial had no true celebrity (ie the model in the abarth ad had no celebrity presence in this country). sure, it wouldn't be smart to use a celebrity with a questionable past that might implode at any time. that wouldn't be smart. for example, using a guy that had recently gone on a hooker/coke binge, threatened to kill his wife, or went gambling during his childs birth would be someone you might not want to hitch your wagon to. oh wait, they did. take note that fiats best time of sales came after most of the "celebrity" ads got put out to pasture.

 

Nice one, Hayden.

I would like to add something I've mentioned before... getting one of the most powerful & sought after Latins in the world (J-Lo) to endorse a Latin brand (FIAT) for a country (USA) in which Latins are one of the fastest growing ethnic groups was not a bad move either. Yes. There is added bonus of that Latin being a woman... another demographic FIAT wanted to claim as their own. Smart.

This all works to add perceived prestige to the brand... 'premium econocar' without jacking the price through the roof or changing the materials to the more expensive variety.

 

from a slightly different angle, do people even watch commercials these days. I record a ton of shows and needless to say the commercials are gone over at x3. Just a thought.

 

no..either flip between channels...go in the kitchen...or FF thru.

We didn't stop in the studio because of the Fiat commercial, don't think we ever saw a commercial for them before we bought one. Just saw the cars from the highway, and decided to pop in (no pun intended) one night. We wanted a convertible for a weekend toy. Have the truck and suv..wanted a fun car..and I was looking at having to get used (which I never have had much luck with). Got Lil Blue for like 18K..so our payments were within reason for a weekend toy....something I could live with. It's unique and fun..that's why we got it instead of saving up for a Mustang which are everywhere (disclaimer...Mustangs are good cars..I like them, they're just everywhere...and I like something that not everyone has)

 

Since I'm retired. All I watch most the day is commercials. Can't wait till it warms up outside.

 

I am in the same boat as you but before going to the tube I hit the internet and record any show I will miss. Is not life great, sleep in no worry about rushing out the door, dealing with the rat race and boneheaded co-workers and then joy of all joys the ride home. Oh and repeat again the next day lol

 

FIAT USA reported the greatest spike in brand recognition during/just after the J-Lo campaign.

"Not all bad boys are created equal" - Completely in context… Clever timing… Controversial.

Considering how upset people, here, get over these filmic snippets, I'd say it's all working. It is getting attention. People, here, still complain about the J-Lo ads how many years after the fact. I've been asked whether my car swam across the Atlantic than whether mine is the car with that attractive Romanian model. The Immigrants/Beach Party campaign (filled to the rim with celebs), like it or not, will likely go down as one of the most memorable car ads in recent memory… commissioned song & all. The Seduction ad will likely be third… after the J-Lo campaign.

The 'Mirage' campaign uses a celebrity cameo and very clearly takes a poke at what NAs think about FIATs. No sex. FIAT was looking at the launch of REVOLUTION tv and worked it into the campaign. If that proves to be, yet, another PD success, FIAT will benefit from being ahead of the curve. It is much more than a celeb cameo. It's business… and could be smart business.

This is what I mean when I compare these complaints to the USAmerican comics industry. The NA car industry has been stale for a long time. This change is good (the car and new approaches). They won't all be good. They won't all suit our tastes. But they are new in a good way.

 

It just comes down to it. The current lame Fiat commerical, aren't selling 500L. The young family across the street with a new baby, can't really relate to Diddy L. Both of them in their upper 20's. Both are young professionals. Must make good money, to live where they live. The 500L is prefect upscale vehicle for a small family. The UK got the right commercials aim toward the 500L. Fiat USA, need to wake up. Follow the UK's lead.

 

yep, as I posted earlier, the demographic point to a larger number of buyer in the 30-55 age range. they act like they are trying to sell the 500L to somebody else.

 

Even Olivier Francois, head of Fiat Brand worldwide, admitted long ago that the J-Lo advertising campaign was a miscue. He's right. the old adage "there is no such thing as bad publicity" doesn't work in the car selling business. market awareness of a brand is useless if it is a negative awareness. Fiat enjoyed its best year of sales and quickest growth of sales AFTER dumping the J-Lo campaign. Now its time again. they need to wean themselves off the celebrity advertising crutch, and come up with a campaign that will make people see and feel what the brand is about.

 

Even Olivier Francois, head of Fiat Brand worldwide, admitted long ago that the J-Lo advertising campaign was a miscue. He's right. the old adage "there is no such thing as bad publicity" doesn't work in the car selling business. market awareness of a brand is useless if it is a negative awareness. Fiat enjoyed its best year of sales and quickest growth of sales AFTER dumping the J-Lo campaign. Now its time again. they need to wean themselves off the celebrity advertising crutch, and come up with a campaign that will make people see and feel what the brand is about.

'Funny you would mention him. He's the one who reported the best spike in brand recognition and connected to the J-Lo campaign. I'll find the link later.

I do agree they should move away from the heavy celeb use, but I also realize... if I knew better than FIAT, they'd hire me.

 

Celebrity appearance in a commercial at least implies that the celeb in question thinks the product is worthwhile, and maybe even they would possibly admit to trying/using. At least J Lo was seen in the car, trust me, PD wouldn't be caught dead in public in a 500L, and most intelligent viewers know this, so his appearance in the commercial rings false, BIG TIME. Panther is right when he says "He's right. the old adage "there is no such thing as bad publicity" doesn't work in the car selling business." People may very well remember these types of commercials, but that doesn't necessarily translate into sales.

 

Fiat got to get it across, why buy a 500L over a Ford Escape, or Honda CRV. The 500L is just as big as both. Almost the same gas milage. Really don't know why they compare it to a Soul, Cube, etc.

 

Too kind, ghostdog.

Hayden ~ You bring some great questions to the conversation. J-Lo happened to be on top of the Pop world when FIAT ran those ads. She's smart. She floods the market with her image and is out, again, like a thief in the night (helps to sustain a high profile career... always leave 'em wanting more). Her ads were all over the place. They ran in South America & Europe... two of her biggest long term markets. The 'adverts' also served as music videos for her. FIAT also did this with the Beach Party ad. Does that read like the strategy of two automakers working together on mutually beneficial product? It does to me too.

FIAT probably did get Charlie 'Carlos Estevez' Sheen for a good price... and connected their cute pocket racer with a 'bad boy' image... scratch my back & I'll scratch yours-style.

I'm fairly certain, with the inclusion of his own bottled water & Revolt tv sign, the 'Mirage' advert doubles as spots for PD. You're on the right track, sir. You're seeing the bigger (business) picture.

I'm not claiming this is the smartest route to take. I see what's going on and I believe it is working... just not the way traditional ads did. Toyota, Honda & Hyundai had to take the USAmerican traditional route... they were seeing as foreigners (in a very hardcore way). FIAT is coming back to a, now, much accepting of foreign cars USA. They're viewed, by some, as saving an USAmerican automaker. They're not necessarily the 'enemy' other foreign automakers were painted as being.

We'll see what happens with future ads & sales.

 

And then there is this. https://www.youtube.com/watch?v=Ab9Ku5WPMsI

And this. https://www.youtube.com/watch?v=ZDmJ84x9DZ4

 

^^^ Intended only to embed the videos but after I did and saw the first one I then had to watch it, then went ahead and watched the other...both were funny and enjoyable.

 

Both humorous, second one also plays up the heritage.....excellent. I would love to see that one play in the NA market, with the last image changed to be all 500 models instead (500, 500L, 500 Abarth, 500e), because that's all we get anyway.

 

@panther76 ~ I'll pass on that idea, buddy. That would work against the whole premium econocar plan. Keep the separate (stand alone) studios, set up joint studios (like the Maserati/FIAT studio opening in IL), set up similar studios pairing FIATs with the Jeep brand and continue to offer FIATs at select CJDR dealers.

@ghostdog ~ The first one is for a key market... FIAT does well there. The second one would work in any market... I dig it. All these spots are coming out of the same design house. They can't keep repeating themselves (need to move on).