Fiat 500L: ‘The Motherhood’ feat. Fiat 500L Video

The Fiat 500L is just launching and Fiat has put together a promo video which hits its target market head on.

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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.