Friday, November 18, 2011

New Fiat spot: Sexy or Sexist?

First, her translation: "What are you looking at? Eh!? What are you looking at?! Are you undressing me with your eyes? Poor guy... you can't help it? Is your heart beating? Is your head spinning? Do you feel lost thinking that I could be yours forever?"
Second: How bout the foam (sperm) on her chest?
This online only commercial for the Fiat 500 Abarth is, surprisingly, by an American ad agency, The Richards Group.
Her neck tattoo is the Abarth's logo, and her dress of course is the same color pattern as the Fiat. The woman as car metaphor is as old as cars. (How can we forget this over-the-top offensive used BMW ad from 2008?) So what do you think, women and wimpy, latte-sipping emasculated men?


Anonymous Anonymous said...

I'm a chick and I'm not offended.


10:56 AM  
Anonymous Anonymous said...

both. a little bit sexist towards men. he cannot think straight for a moment when he sees a woman or a car. the woman is sexy. i am a woman. and i like it.

11:20 AM  
Anonymous -1-T-M- said...

For a FIAT, I don't understand where the brief French musical interlude fits in, sounds like "va va fui dans me dieux," anybody know what the song and meaning is?

But mostly, in my opinion, the tall, slender, graceful model doesn't represent well the Abarth's mini, brash, stout lines... was Deena from Jersey Shore not available?

12:11 PM  
Anonymous Anonymous said...

fucking car is niice. she can get it too

7:06 PM  
Anonymous Anonymous said...

woman as object, man 'can't help it', female sex appeal eternally and bluntly exploited to sell. Doesn't matter how many women reply that it didn't bug them, it's sexist.

9:52 PM  
Anonymous Anonymous said...

9:52 what is a man you look at. and do not tell me you have never done that. unless you are into women. then you have looked at a woman that way.

you could also say that the man's dumbfoundedness is exploited here. alas, sexist towards men.

the woman is portrayed as strong and sexy. not as some stupid, little girl, an attachment, or someone men have rule over. sex sells. probably because we all like sex.

11:54 AM  
Anonymous Anonymous said...

Is it sexist? Yes. Is that a problem? No. Sex sells, and stereotypes also sell. Put the two together and you can sell anything. The sexism also goes both ways, but its not nearly as bad as the infamous Dodge "Man's Last Stand."

Also, that car is fucking ugly.

1:21 AM  
Anonymous Anonymous said...

1:21 sexism is a problem. sexism doesnt sell. sex sells. i like this ad, but the bmw virgin ad, for example, is obnoxious and disgusting.
my intellect tells me that it depends whether you alienate whole groups of people / potential customers because of their gender role. which would be $tupid.

7:46 AM  
Anonymous azi said...

Cars and women are a lot alike, on a cold morning when you really need it they just won't turn over. - rodney dangerfield

9:40 AM  
Anonymous Anonymous said...

men are like used cars: easy to get, cheap and unreliable.

10:28 AM  

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