Note the lack of tire tracks, or is that a mirage too?
The Fiat brand in North America launched a new global advertising campaign with Sean “Diddy” Combs this month dubbed “Mirage.” The ads introduce the latest Fiat 500L tagline, “Unbelievably Big,” which given the size of the still tiny car is the latest advertising stretch of the truth beyond the stretch of the car. (See FIAT USA YouTube page)
With two more doors, accommodations for five, smallish people and 42% more interior space than the regular 500, it’s hope that the larger car will boost sales from the 36,000 500 models sold during 2013, which represented a -18% decline year-over-year. So far in January 2014, the newly introduced 500L has sold 729 compared to its intro late in 2013 when 7400 were delivered.
In the new commercial, two guys, lost in the desert, see two Fiat 500Ls pass by, one with “Diddy” inside, who calls out to them, but they dismiss him as a mirage. The pair ultimately stumbles upon a desert oasis where an unbelievable party is in full gear. “Diddy” greets them and encouragingly says, “Welcome to the soiree.”
However, the pair rejects his invitation to the party, attributing the whole thing again as a mirage, after pointing specifically to the Fiat 500L, believing that “Fiat doesn’t make a four-door car.”
