At new vehicle first drives, there's a pretty set series of events before an automaker throws you the keys to their new baby. Predictably, there's a design presentation, a mechanical deep dive, and increasingly, an infotainment system walkthrough. Less known but just as common, however, are the marketing presentations, wherein execs talk about target customers and periodically show print and video 'creative' for their campaigns. Usually, we assembled media dutifully watch, nod and smile when shown commercials, but that's about it. Laugher – let alone universal gales of the stuff – is rare. But that's exactly what Fiat got when it showed us this not-yet-approved ad for its new 500L.

This minute-long Italian Invasion spot has gone on to hit television screens already, largely in a less-effective 30-second form, but we like this full-length director's cut best. It riffs off the historical vibe of some of Chrysler's best efforts over the last few years (the Dodge Challenger Freedom spot comes to mind) with a humorous and sexy play on the Paul Revere "The British Are Coming!" folk tale. If you haven't seen it already (it's just now going viral), scroll down to check it out. And if you already have, well, it's still worth a second look.



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    • 1 Second Ago
  • 64 Comments
      lasertekk
      • 1 Year Ago
      Must I quote the German ADAC data that show the Fiat 500 as the most reliable car in segment, beating all homegrown German models?
        RJC
        • 1 Year Ago
        @lasertekk
        And the True Delta numbers showing the same thing herein the US.
        GR
        • 1 Year Ago
        @lasertekk
        A Euro car beating another Euro car in reliability is not at all impressive. Beating German cars? Since when did German cars have a venerable reputation in reliability? Porsche is about the only one who can claim to make reliable cars, but do they even compare to the 500? Once a Euro car like the Fiat 500 gets better reliability than an American, Korean, or the kings of reliability; the Japanese, THEN that's worthy of praise. Also, Fiat just came in at SECOND LOWEST in the recent 2013 J.D. Power survey for Initial Quality. Yes, that's not a measure of long term reliability, but Fiat's score regardless is dismal especially when they don't have any reputation for quality OR reliability in America. At least the lowest scoring brand on the "initial quality" study (Scion) has some of the actual most reliable cars backed up by J.D. Power's actual surveys on reliability and of course, Consumer Reports.
          aatbloke1967
          • 1 Year Ago
          @GR
          "Since when did German cars have a venerable reputation in reliability?" Since time immemorial for most of the world, unless you're American and under the age of 18.
          rcavaretti
          • 1 Year Ago
          @GR
          You must be new to AB. No one takes CR seriously around here. They should stick to toaster ovens. Additionally, there's a French industry report that mimics the aforementioned reports regarding Fiat 500 reliability.
          gtv4rudy
          • 1 Year Ago
          @GR
          Who cares. , JD Power isn't that reliable either.
      usa1
      • 1 Year Ago
      It got a few laughs from me. I liked it.
      TheSTIG
      • 1 Year Ago
      I usually despise adverts but that is quite good.
      Wael Al-Rihawi
      • 1 Year Ago
      Does that mean that people get slutty around Italians?
      space
      • 1 Year Ago
      it is currently my favorite commercial mostly due to the black haired girl in the short skirt... wooo
      mylexicon
      • 1 Year Ago
      If FIAT's ad agency keep this up, they are going to gain a reputation for attracting the dumbest car consumers in the US. If they showed the 500/500L in a romanticized Amalfi coast setting with Malafemmena as a soundtrack, people would crawl to the dealerships. Italy and Italian style/culture sell. The weird BS in FIAT ads does not.
      sinistro79
      • 1 Year Ago
      Hands down, Fiat makes the best adverts of any car company in the USA. Can't wait to see what kind of advertising campaign they have in store for Alfa Romeo once they start shipping them over later this year...
        • 1 Year Ago
        @sinistro79
        [blocked]
        • 1 Year Ago
        @sinistro79
        [blocked]
          TheSTIG
          • 1 Year Ago
          VW adverts are have been stupid for quite some time. Porsche have consistently made better adverts, especially in print.
          lasertekk
          • 1 Year Ago
          I'll give the 'force' commercial CREATED by the ad agency FOR VW a point. Otherwise, it's been all stick in the rear German stiffness and lack of imagination and soul.
      MAX
      • 1 Year Ago
      So much better than the Tea Party! ROFL
      Dvanos
      • 1 Year Ago
      When the commercial is more exciting than the product, my friend you have a problem.
      Rochester
      • 1 Year Ago
      Sexy, clever ads will get people's attention. (duh) However, I suspect the actual product will lose them in a heartbeat. In disclosure, I've only ever sat in a 500 and not driven one. However, just being that near this car made me want to get as far away from it as possible. I seriously doubt Americans will care about an Italian sub-compact, Abarth Edition or otherwise.
      GR
      • 1 Year Ago
      Fiat and VW seem to make better ads than cars. If only they could put that energy and money into making more reliable and quality cars.
      Shiftright
      • 1 Year Ago
      Awesomely cheeky fun, just what Fiat ads should be.
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