• Nov 21st 2011 at 2:00PM
  • 428
Fiat USA is asking itself a question this week. Is its new viral Youtube video for the Fiat 500 Abarth too racy to run as an ad on TV?

The Abarth is a performance version of the Fiat 500 that hit showrooms last spring. In Europe, where the current version of the car has been on sale for several years, it is known as the Cinquecento.

Fiat is trying to establish awareness in the U.S. after a 25 year absence. On Sunday, the company arranged for Jennifer Lopez, who has been appearing in Fiat ads, to appear to drive the 500 Gucci edition on the stage of the American Music Awards broadcast on ABC.

Fiat, and Europe in general, is known for running ads that are much more sexually suggestive than ads that run in the U.S.
Should this Fiat ad be shown on American TV?
Yes. 11166 (81.3%)
No. 2574 (18.7%)


In the ad, titled "Seduction," a geeky looking man is walking down the street when he spots a gorgeous model bent over adjusting the strap on her shoe. She notices him gazing at her, and, shouting in Italian, chastises him for ogling her. The encounter, though, quickly turns gentler and she whispers in his ear, dips her finger in the foam in his latte, and then ... well, you'll have to view the ad to decide if the imagery is too suggestive for America's more Puritan eyes and ears.

"Networks in the U.S. have much stricter standards, which makes the ads we see in the U.S. routinely less interesting than what you see in Europe and South America," says AOL Autos Editor-in-Chief David Kiley, who is a former editor and columnist at ad industry magazine Adweek. "The other issue you have in the U.S. is that religious-based 'family' organizations will start issuing press releases and organizing boycotts if they think an ad is corrupting on some level, or has too much sexual innuendo."

Fiat CEO Olivier Francois, who also oversees marketing of Chrysler, Dodge and Jeep in the U.S., said the U.S. agency who created the ad, Dallas-based Richards Group, "intended it to be viral, but I am considering running it as an ad too, but I'm not sure. It may be too much."

What do you think?


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    • 1 Second Ago
  • 428 Comments
      fritobandav
      • 3 Years Ago
      ill take the chick but ill buy american
      Aliesha
      • 3 Years Ago
      i dont think this is too bad for american tv. we have much worse. lingerie ads, sex scenes on shows, etc.
      marclud
      • 3 Years Ago
      What are we 5 year olds?
      hdhighrider77
      • 3 Years Ago
      Why does anyone think these ads are so bad? Just like the J LO ad they pulled for FIAT. I didn't find a single thing wrong with it. There is a difference between sexy and sleazy. I am the first to complain about sleazy on TV but these are not. Now the Victoria Secret commercials...those are sleazy! Why isn't anyone getting their panties in a bunch about those ads?
      • 3 Years Ago
      Some straight laced prudes will say the ad is too sexy, I am sure. Why are we so prissy in this country? One of my favorite ads is the French Hyundai ad with the wife's reclining seat well occupied by the wife's boy toy, and the husband's by another boy toy. Too scancalous for this country, and one of the most amusing ads ever. As for the car, I agree with Jack.
      belldn3
      • 3 Years Ago
      I wish that would happen to me.
      mmrthunderbolt
      • 3 Years Ago
      Too sexy? No way, I think it's a good one. It's not boring like most of our comercals here in AZ. Nice girl...
      gp341
      • 3 Years Ago
      They know what their doing all right,, to get through to people who hate ads, they're targeting the sexual visuals now. BTW ,, you'll see more and more of them. It's the advertising way of getting through all the noise and clutter of all the other ads they have to compete with and that we're exposed to,,, estimated at approximately 3500 images a day now.
      • 3 Years Ago
      I'm a chick with way more powers of suggestions than that. Damm! I loved that ad! I was more intrigued by the music honestly! With all these sex scandals coming out of the woodworks in the good ol US of A and they call that racy. Talk about full of S**T!
      rileysrule
      • 3 Years Ago
      I think its very nasty, you don't even need to use your imagination, lets see more.
      crotalus
      • 3 Years Ago
      I owned a Fiat 124 Sedan in the mid-70's (yeah, I know, I'm ancient). I looked at the car as "transportation". It was square, had room for four adults and a good-sized trunk for its size. DOHC engine and a little zippy with great gas mileage. It kept breaking. The dealer would perform some service and a new problem would pop up. It used oil at a high rate. We kept putting oil in, but at about 40,000 miles it needed major help. By that time, the second Fiat dealership in the area (Grand Forks, N.D.) had stopped being a Fiat dealer (they still sold cars, just not Fiats). The mechanic we went to for a ring job advised the cylinder holes had been worn so much they were now "elliptical". So, we purchased a new "short block" from Fiat and the mechanic installed it. It still leaked oil. The mechanic tore the thing apart and found one piston with end-gaps on the rings "in line" so that the oil shot right thru them. When I called Fiat, they were EXTREMELY unhelpful. They offered to pay for the cylinder rings, but not the labor because the Fiat trained mechanic who did the work was no longer working for a Fiat dealership (I would have had to tow the car about 70 miles to the nearest dealer). We had electrical problems a few months later. The car was nothing but one problem after another. Summary: Fiat quit selling cars in this country many years ago because their product kept breaking and their customer support sucked swamp water. I will NEVER, NEVER, NEVER buy another Fiat. You do what you want to do. I want to lick the foam off that woman in the ad.
      geofury
      • 3 Years Ago
      Yeah, totally agree. The only difference is that this ad actually features an attractive woman.
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