Football, Supermodels and FIAT…Oh My!

Strangely enough, football and FIAT have something in common. Okay….your quick answer will be that they both start with the letter ‘F.’ Great job, Einstein. But if you delve a little deeper, and think about an event that’s coming up in a few short weeks – The Super Bowl! – you may think of a different commonality……AWARD WINNING COMMERCIALS!!


Let’s face it, there are a few of us out there that prefer to watch the Super Bowl for the commercials rather than for the very muscular, in-shape, beautiful athletes sporting extremely tight, white pants. ( commercials for me, honey, i swear! ) And, it wouldn’t be the first time that an auto show ad became a Super Bowl commercial hit. You may remember the “Seduction” ad featuring Catrinel Menghia.  That FIAT ad was recently named “Best TV Commercial” at last year’s D Show held Nov. 28 in Detroit. Olivier Francois, Head of FIAT Brand Worldwide and Chrysler Group LLC and Fiat Group Automobiles Chief Marketing Officer, was also named “Grand Brand Genius” by Adweek at its 2012 Brand Genius Awards event Nov. 28 in New York City. Francois was recognized for his role in Chrysler’s award-winning “It’s Halftime in America” ad, and for persuading artist Eminem to license his music and even appear in another spot for the highly successful “Imported from Detroit” campaign.

So, it’s easy to wonder what FIAT might debut for this year’s Super Bowl. They released a string of new ads at the 2012 LA Auto Show. Each of them uses sexy humor to sell the spunky Fiat 500. The spots are not yet slated to hit the airwaves, but at least two very influential publications, Autoblog and AOL Autos, are running polls asking whether the new Fiat commercials are Super Bowl contenders. 71% of Autoblog readers feel that the ads are absolutely Super Bowl halftime material.

Let’s take a look at a few of the ads. The first, appropriately enough, entitled “Topless” shows a sneaky scorpion rendering the bathing beauty, Catrinel Menghia nearly naked on the beach to promote the new 2013 Fiat 500 Abarth Cabrio, the convertible version of the sporty Fiat 500 Abarth. The tagline for the Fiat 500c Abarth spot — small, wicked and now topless.

The theme continues with the “Test Track” commercial for the Fiat 500e. Billed as the only electric that turns “you” on, the ad shows a female test-driver entering the passenger’s side of the vehicle, then the car whips around a curve, losing control. The crew rushes to her rescue only to find her and the driver in a very precarious position. The new Fiat 500e: environmentally sexy.

And finally, for something even bigger. The all-new 2014 Fiat 500L comes with more than 42% more interior space than the regular 500, including ample seating for five. “The Wedding” ad shows bridesmaids changing clothes in the back of this roomy Fiat 500L while the groomsmen try to sneak a peek, but the biggest surprise is revealed when they arrive at the church and we see the fifth passenger still buckled in the back seat with a smile on his face.

Let us know what You think. Which of those three FIAT ads would YOU like to see during the 2013 Super Bowl?


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