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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]

Continue reading REPORT: Controversial ads expected from Fiat exec heading Chrysler marketing [w/VIDEO]

REPORT: Controversial ads expected from Fiat exec heading Chrysler marketing [w/VIDEO] originally appeared on Autoblog on Wed, 21 Oct 2009 14:18:00 EST. Please see our terms for use of feeds.

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According to Olivier Francois, Chief Executive Officer of Lancia, Richard Gere was chosen for a recent ad for the Lancia Delta because he "is not merely a fine actor; not merely one of the most famous men in the world. He is a man with a great difference: the ability to combine talent, fame and style with great character. I'm talking about his commitment to peace." That affinity for peace stretches especially towards the people of Tibet, a people who's autonomy from China Gere supports.

This commercial, which you can watch after the break, features Gere driving a new Lancia Delta from Hollywood to Tibet in just 30 seconds and aired in Italy. After reports of the commercial appeared in Chinese newspapers, China was apparently none too happy about it. Fiat has decided to apologize, with a company spokesman saying, "Fiat Group extends its apologies to the Government of the People's Republic of China and to the Chinese people."

Our opinion? Gere's alright in Pretty Woman, but not much else after that. Apologies are usually pretty lame, but we'd appreciate one for Gere's horrible singing in Chicago as long as they are being handed out so freely. And how 'bout one for that Lancia's front end?

[Source: Automotive News - sub. req'd]

Continue reading Fiat apologizes to China for Richard Gere commercial

Fiat apologizes to China for Richard Gere commercial originally appeared on Autoblog on Fri, 20 Jun 2008 18:29:00 EST. Please see our terms for use of feeds.

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