The Fiat 500L is just launching and Fiat has put together a promo video which hits its target market head on.
It’s not the easiest thing in the world to stand out from the crowd when it comes to promoting a new car, but it looks like Fiat may just have come up with a promo video for the new Fiat 500L that strikes a chord with its target market.
The new 500L promo video – ‘The Motherhood’ feat. Fiat 500L – stars a mum going through all the trials and tribulations a mother of young children experiences, explained wittily and convincingly in a cleverly penned rap.
Fun lines like ‘I swapped my sexy handbag for a snot-stained sack’, ‘Designer sofa…but now there’s snot in the stitches’ and ‘Still got my wardrobe…but now my thong itches’ give voice to the lifestyle changes a mum makes when she swaps a single life for one with children.
It’s clear Fiat has worked hard not just to put a relevant promo video together, but to target it in a way that makes it clear the 500L is for families, not trendy young things about town.
Elena Bernardelli, marketing director of Fiat UK, said:
We wanted to connect with our target audience, starting with dynamic young mums, in a way that demonstrated our understanding of the challenges they face balancing motherhood with their desire to keep hold of their pre-children identity.
We hope that by dramatising the reality of becoming a new mum in this way, we will raise a knowing smile from mums everywhere, and we are sure that they will recognise how the Fiat 500L can bring a touch of glamour into their family’s lives.
Good job, Fiat.
Elaine d says
Hits nail on the head that’s my life!!!!!!! My husband tried to make me watch the advert 5 times but I didn’t have time!! So funny all the things she raps about is my life! Sooo funny I want to buy the car now if I could.
Cars UK says
It works then?!!