Just hearing the Fiat Superbowl commercial on the radio as I was driving home today made me think: is this straight out of the Mad Men era? Wasn’t it a trite cliché years ago to personify a desirable car in the image of a desirable woman? And all that copy about ogling, undressing, owning? Do women not buy cars, in the world as Fiat sees it? Do women not buy small cars, for heavens’ sake?
Then I watched it on YouTube and I was further dismayed. Feel free to tell me that I have no sense of humor, but it is not clever if you make white latte foam trickle down between the woman’s breasts; it is sophomoric. There must be other ways to get a young single male target segment to take an interest in a zippy car with a shift stick. I hope. I do hope.