If you don't keep tabs on the advertising world, we have some very cool news: Fiat has unveiled a new ad for the 500 Abarth Cabrio in which the car itself is represented by nude, body-painted, female models! Stop reading here, watch the video clip above, and enjoy your day.
On the other hand, if you do pay attention to marketing campaigns -- either because that's your job or because you have a TV, tablet, smartphone or other device that proves you're not living under a rock -- we have some disappointing news: Fiat has unveiled a new ad for the 500 Abarth Cabrio in which the car itself is represented by nude, body-painted, female models.
The ad was created for a special "Body Issue" of ESPN The Magazine, which hit newsstands this week. (Assuming newsstands still exist. We can't vouch for that.) According to Jason Stoicevich, the head of Fiat North America, "We wanted to create a concept for ESPN The Magazine's Body Issue that was as visually unique as the Fiat 500 Abarth Cabrio.... The notion of the 'Body Paint' print ad conveying athletic grace in a magazine that specifically devotes itself to covering athletes around the world sparked a perfect union for the Fiat Brand."
"Visually unique"? Either Mr. Stoicevich doesn't watch much television, or he's playing us for chumps. Because the only thing "unique" about this ad is...well, there's nothing unique about it.
Dance company Pilobolus has been doing this kind of things for years -- notably for Ford and Hyundai. In fact, Saatchi & Saatchi was so over the whole actors-as-automobile concept that it flipped the idea on its head, leaving the Toyota Prius as-is in a recent commercial and making the central character out of dancers instead.
There are other examples, but we won't bore you with them here. Suffice it to say that viewing the "behind the scenes" clip above and watching the creative team go on and on about the ad's innovative set-up is a little annoying.
That said, we suppose there is one way in which the clip's unique: so far as we can tell, it's the only time Fiat has done it. So there's that.
And props to the participants. We haven't been able to fold our bodies like that since ever.