Fiat is out with a new corporate commercial, stitching together its product portfolio for the car lover in you. Does it work?
Campaign: Crafted for Car Lovers
Brand: Fiat Chrysler Automobiles
Company: Fiat Chrysler Automobiles
Agency: Ogilvy & Mather
A series of montage car shots ties together a TVC that profiles car lovers—from the obsessive/possessive type, to daydreamers, believers, leaders, followers, fast lane lovers, and even the steadfast ones.
Sure, it’s a corporate campaign—much needed for a struggling company like Fiat in India. In the words of Neville Shah, group creative director, Ogilvy & Mather, the company’s biggest drawback is a “non-existent positive equity in India”. Few recommend a Fiat, and it certainly doesn’t command top of mind recall during a purchase. But loyalists allegedly swear by it according to Shah, leading to the latest ‘car lovers’ commercial. The brief to the agency, therefore, is clearly to get the brand back into reckoning and also into the consideration set of buyers.
Kevin Flynn, president and managing director, FCA India, says, “Fiat cars are for those auto enthusiasts and car lovers who rate superior driving experiences and robust build quality above other parameters. Through this campaign we want to rekindle the trust in our loyal Indian fans.”
According to Shah, true car lovers don’t really care about the frills of a car, but thrive on the basics— the way the car grips the road when you throw her round a corner, the confident thud that you hear when you shut the door, the way the car will swallow potholes and smooth tarmac without hesitation. The attempt is to salute this car lover. But is the point coming across?
The ad painfully sticks to several category codes—montage shots of driving situations, terrain shots, children shown in the backseat to signify safety, or even the concluding frame showing five cars driving forth towards the camera, forming a conical shape. But to give the ad credit, it also stays away from some typical car ad stereotypes—there are no supers on the screen spelling out features to do with torque, gears, speed, mileage, etc.
But the fact that there is too much happening in the commercial at the same time, cramped together to somehow make for a narrative, makes it too much of a blur on screen instead of the ‘wow’ creative it was attempted to be. The male and female voice-overs are supposed to tie the film together, and if one watches the commercial on mute mode, it may just look like a series of car shots with some expressionless people thrown in from time to time. The good production quality, though, deserves a mention.
One should laud Fiat’s attempt to get back into the game, but it will probably take more than a glossy ad to get people to change their perceptions about the brand. On the back of new launches, Fiat is planning on overhauling its product portfolio and services offerings to suit the Indian palate, but until such time, this may just look like a half-hearted attempt.