Fiat fails with new spot

I love when advertising takes risks. Fiat didn't take a risk, not creatively, anyway.

It did, however, really stretch the truth in the "Drive In" spot that I've seen... and seen... and seen... and seen today during the Kansas City Chiefs game.

It's been shown so many times I'm expecting to see "This NFL game is brought to you commercial free by the Fiat 500."

I know it's not uncommon for a commercial to stretch the truth a little. Hell, it's not uncommon for a commercial to fib. But this one is, as my Grandma says, "a corker."

Art direction wise, it's a black and white spot with the 500 in color. Yeah, we've never seen that before. The spot says "something comes along so powerful and constant..."

No kidding? I thought the car looked winded driving on the concrete of the drive-in. By the way, I've never seen a concrete-covered drive-in. Gravel, yes. Flat concrete? No way. And every one of them has those bumps where the car parks. The 500 doesn't look like it could make it up the bump without getting high-centered.

The spot continues with "...so revolutionary in design..."

Really? It looks like the bastard love child of a Smart Car and a Cooper Mini. Not exactly "revolutionary." The rims are about as revolutionary as it gets.

The spot gushes further "... it defines a generation. It becomes a cultural icon."

If this roller skate becomes a cultural icon, I'll eat my hat. This spot is designed to market "the arrival of an icon" to the American consumer. We hold iconic cars in high regard. And they usually differentiate the cars with innovation, unique design or power. Think 1957 Chevy, 1965 Mustang, or the 1970 Pontiac GTO.

In the spot, the generation that this thing is supposed to define rolls into the drive-in, then immediately leaves the car. Does that happen at a drive-in? No.

This car is anything but iconic and the spot is anything but creative. Both the car and the ad have very high opinions of themselves. Both take themselves WAAAAAY too seriously.