REPORT: Controversial ads expected from Fiat exec heading Chrysler marketing [w/VIDEO]
Controversial Tibet Lancia commercial -- Click above to watch video
Fiat exec Olivier Francois has a big reputation that's based on results. As head of the Lancia brand, he has garnered it more attention than it's had in many years, and the marque sells more cars more consistently. He has done this with a flair for marketing that begs for attention, and if it takes controversy to get attention then so be it. Fiat chief Sergio Marchionne chose Francois to be the CEO of Chrysler vehicles and run the Chrysler Group's marketing, advertising and brand development and strategies. It is expected, then, that he will bring his risque marketing ways to the house of The Pentastar.
Francois was the man behind the Lancia ad that had Richard Gere driving the new Delta into Tibet. As if that weren't enough, the ad was shown during the opening ceremonies of the Beijing Olympics. You can imagine how happy the Chinese were about that, but the larger story was that it worked: the ad and the controversy got play everywhere, and Fiat only had to make a formal apology to China to get on with business. Francois also made a commercial that honors Aung San Suu Kyi, a political prisoner in Myanmar.
This is the kind of advertising, though, that's more acceptable, and probably more effective, in Europe. In America, a commercial about a robot committing suicide is cause for protests, and VW's Routan campaign in which people have babies in order to justify buying the minivan is decried as insensitive by people who can't have babies. America is not the first country where one would test the limits of corporate daring or broadcast a ribald sense of humor to a mass market audience. The complete remaking of Chrysler and the company's former history of not being just another carmaker could give Francois room to bang up against some cultural boundaries. But we'd still advise Fiat to keep a crisis PR team on hold. Follow the jump to see the Delta commercial.
[Source: Ad Age]
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Reader Comments (Page 1 of 2)
JD 2:24PM (10/21/2009)
Robert Geere? lol.
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Geekengineer 8:48PM (10/21/2009)
"Robert Geere? lol."
Who?
Jake 2:27PM (10/21/2009)
Well, anything is better than "When you turn your car on, does it return the favor?"
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Sean 2:35PM (10/21/2009)
The Richard Gere/Tibet ad would not have worked in the US. It is too intellectual. People would wonder what an old man is doing with a young Asian boy. They would say that it encourages child molesters to give candy to smiling Asian boys.
Taglane 2:38PM (10/21/2009)
Well I thought it was catchy. At least you'll remember it... unlike Chrysler's....uh... See? I don't remember.
audi_arena 2:46PM (10/21/2009)
@ Sean:
Lol, but actually I think it's the exact opposite: It's not intellectual enough... Whats the point of this ad? It doesn't make a statement about anything; It's like they sat around a table saying "We need a controversial ad- what are some of the most controversial topics around?? Tibet!! Excellent, now make an ad about it... I don't care what it's about as long as it has cute little tibetan monks in it"
zamafir 5:56PM (10/21/2009)
@audi_arena it dose it's just subtle, the context of tibet, religious leader, struggle for freedom, is just an odd one to correlate with hollywood.
BigWill 10:36PM (10/21/2009)
This is more smoke and mirrors from Sergio, because the bottom line is that Chrysler has no new product except warmed over Jeeps and 300s. What's good ol' Olivier going to do with a Caliber? Imagine Richard Gere driving a Caliber into Tibet, with its straining, CVT-burdened, agricultural-sounding 4 cylinder engine scaring all of the yak in his path.
richard 1:47AM (10/22/2009)
@BigWill: Then I guess he should drive an SRT4, with 285hp and a six-speed Getrag. He'll be past the yaks before they know it!
I guess you have missed the great advance word on the next 300 and Charger, here and elsewhere. Fiat didn't get involved with Chrysler for their products, anyway. It's for North American production capacity, distribution, and dealer networks. And you might want to wait until the five-year plan is released next month. Then you can criticize facts instead of "smoke and mirrors".
Level 2:31PM (10/21/2009)
I'm all for it, it's time some Americans grow a pair.....
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NS 2:34PM (10/21/2009)
That is a gem of a line. I found it impressive.
NS 2:32PM (10/21/2009)
This is a gem of a line. I found it impressive.
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NS 2:33PM (10/21/2009)
^^^ wrong place. It was meant as a response to Level's comment.
MachinaDC5 2:34PM (10/21/2009)
From Hollywood to Asia in one drive - Lancia Delta.
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Fazzster 2:43PM (10/21/2009)
What is controversial about this ad?
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Level 2:48PM (10/21/2009)
Tibet supposed to be an independent country and the Chinese took over the land...
mundotaku 2:50PM (10/21/2009)
That China doesn't recognize the Tibet nor its culture and customs and this ad was shown in the Beijing olimpic games. It would be the equivalent of showing how hip Miami is in a movie festival in Havana (or vice versa).
drakkor 3:39PM (10/21/2009)
whats the big deal? america did that with hawaii back in the day. tibet will be china's hawaii some day.
Victor 2:45PM (10/21/2009)
For those wondering about the Aung San Suu Kyi ad:
http://www.youtube.com/watch?v=L7UuUHntmEA
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Jason parry 2:51PM (10/21/2009)
There is a difference between 'insensitive' and 'impactful' advertising. I remember the one where dodge caliber made fun of gays where a guy was de-masculated by walking a small dog or something to that effect. basically, you can impact people WITHOUT alienating them and thats the idea of good marketing. It should be smart, worldly and memorable.
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