The Fiat brand have had viral success after releasing their first 60-second social media spot promoting the new 2012 Fiat 500 Abarth. Their aptly named video ‘seduction’ did just that, gaining more than 1 million YouTube viewers in just one week.
Making its debut at the 2011 Los Angeles Auto Show to hundreds of journalists it didn’t take long to circulate and gain global attention.
The video represents the unique characteristics of the Fiat 500 Abarth as a sensual and strikingly stunning model (personified well by the model co-star, Catrinel Menghia) and takes a peek at what happens the first time a customer encounters the race-ready vehicle. The spot ends with a sexy and edgy message, “The Fiat 500 Abarth. You’ll never forget the first time you see one.”
Typical of most car advertising using sex to sell, the Abarth is given desirable characteristics epitomised by the human form of the car. The symbolic use of the car’s colour in the woman’s dress down to the smaller details such as the Abarth logo tattoo on her neck ensure the cars representation throughout. The final tag line pieces it all together before you are tantalised with visuals of the car in action. The final expression on the actor’s face at the end set to mirror your own, makes this a very well put together advert.
What makes this stand out most of all is the fact that this aired on YouTube first, not through television advertising. More and more brands are identifying the trend of launching new products through online mediums such as social media and viral videos. Ford are another example of this with the ‘Doug’ videos for the Focus model and even Mazda launched the Mazda 2 via social gaming phenemenon Driveville.