Fiat on Viagra

Fiat on Viagra

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It will be difficult to look at a Fiat 500X and not smile.

Any good ad talks about what people want and shows them how to get it.  A better ad talks about how people would like to feel and shows them how to feel that way.  With a wink, this little story shows people how a Fiat 500X would make them feel.

Men hesitate to buy a Fiat because Fiats are small and under-powered.  Fiat tackled the problem directly with this witty announcement that Fiat now makes a model with all the charm of a Fiat but with the size and oomph that guys want.

The ad spares viewers facts and figures, which are probably not that impressive and which, in any case, would be uninteresting.  Instead, Fiat focuses on the feeling of owning and driving a Fiat 500X.

We pay attention because of the artistry of the ad.  Not just the production, which is superb, but the metaphorical story.  Obviously, the effect of Viagra on an automobile is not meant to be taken literally.  However, we immediately know what the advertiser wants to say and we are more likely to believe it because we helped translate the metaphor into meaning.

A Fiat 500X is like a regular Fiat on Viagra—“bigger, more powerful, and ready for action.”  And this Fiat just happens to be red.

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