http://www.youtube.com/watch?v=bXdaVgRysmE&feature=youtube_gdata_player
I disagree with any assertion that this Fiat video which will be used to provide footage for TV Commercials and online Video marketing is either bland or without inspiration... I find it to be captivating and communicating the essence if what the Fiat brand has become in many other countries.
Fiat does not need to advertise the Fiat 500 as a product, similar to what other car companies do when they roll a new model out in the format of the now traditional "Product Launch".
Before any of their products stand a chance to succeed in the North American market for new cars, Fiat must build a brand from virtually scratch. Those of us old enough to have ever bought a new Fiat in the USA (like me) are not in their targeted demographics. As a brand building message, this video is brilliant, well conceived and visually delicious.
Between 30 and 25 years ago I experienced adventure and joy in the two Fiats I owned and drove. Despite their reputation for poor quality at the time, neither my two door Brava, nor my mid-engine X1/9 "Baby Ferrari" Fiats ever let me down. The X1/9 became a Sunday Amusement Park ride for me and my youngest daughter on Sundays through the twisty canyon roads of Southern California... My 4 YO daughter called her "Toney" after the Bertone coach builder plaque on the door sill.
I hope that Fiat is successful enough in the USA to assist in the survival of Chrysler, and inject some more variety and entrepreneurial spirit into the more established auto industry.
[Sent from Ralph Paglia's iPhone]
Ralph Paglia
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