Fiat ad under fire

We read:

"A raunchy new ad campaign from Italian car brand Fiat is unlikely to be used in Australia or in the US – but for very different reasons.

The campaign has been put together for the US launch of the 500 Abarth city car, and it features some risqué subject matter and some risky driving manoeuvres.

The racy ad, known as "Seduction", features an attractive Italian-speaking woman accosting a geeky looking man that she catches ogling her behind. The ad goes on to show the woman dip her finger in the foam on top of the man's coffee, splattering it on her cleavage and drawing the man closer to her suggestively.

US media commentators are speculating it will be too racy for US regulators. But while it's the sexual innuendo that will get the US hot under the collar, in Australia it's the glorification of speed that's expected to earn social - and eventually official - condemnation.

The 60 second ad winds up with a 500 Abarth performing some raucous driving and tyre-screeching stunts, including a handbrake turn through an intersection – and Fiat says it's the ending, rather than the hormone-charged antics of the actors, that will stop it being used in Australia.

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Posted by John J. Ray (M.A.; Ph.D.).