Although automobile manufacturers ran some of the engaging and exciting commercials, The Fiat 500X has overtaken other carmakers with its humorous advertisement. The short clip shows an aged couple preparing for some intimate moments, and the man reaches for a bottle of blue pills. Unfortunately, the male actor tosses the only remaining tablet out of the window as he tries to pop into the mouth (Peek of the Net). The pill bounces around the Italian countryside and eventually slips in the Fiat 500’s gas tank. The two-door mini car instantly becomes engorged by the little blue tablet into a compact four-door 500X. The hilarious commercial effectively exploits romantic, sexual, and stereotypical appeals to influence the audience into buying the bigger Fiat 500X.
Advertising appeal is the persuasive pressure that hooks potential consumers into buying a product. The Fiat 500X targets an aged consumer base interested in spacious and big cars. The advert exploits the stereotypical notion of erectile dysfunction in men of advanced age, necessitating the reliance on the power of pills. The scenario references the need for the elderly to upgrade their automobiles to the improved model since their current ones fail to meet the “standard requirements.” The video’s profound marketing principle is that the new Fiat 500X is spacious and gorgeous enough to accommodate the consumer’s desired comforts. Additionally, the car’s performance is significantly better than the 500L model. Therefore, the advert informs the potential buyer of the space improvements and performance upgrades of the Fiat 500X.
The Fiat 500X utilizes romantic, emotional, sexual, and humorous approaches to send subliminal messages and grab the viewer’s attention. In the advertisement, the aged woman is already in bed and suggestively invites her husband with romantic eyes while pulling up her dress and playing with her hair. The nuanced impression is that running out of steam could be disappointing to a person and other parties, especially those with whom one shares an attachment. Consequently, it is imperative to make sound choices and prepare well in advance to avoid setbacks and failures. Since car commercials should typically amplify their horsepower, outlook, and performance features, the nuanced sexualization departs from the traditional marketing and exploits the performance as an innate human need. Therefore, the Fiat 500X promises the accomplishment and fulfillment of families’ needs for comfort and performance.
The Fiat 500X advert features an aged couple in a home environment within the countryside. The home-based setting evokes an emotional appeal, which establishes the passionate bonds existing in families. The relaxed, home-style, and intimate depictions illustrate a personal and hospitable tone. Additionally, the intense feelings are manifested by the distraught look on the husband at the only pill’s loss. Although the Fiat 500X is not exclusively targeted to male buyers, the husband’s emphatic focus as the advert’s main character could potentially disseminate gendered identity issues (Sandhu and Singh 139). Therefore, the advert advances the notion that women are not significant consumers of automobiles and may not consider performance when making vehicle purchase decisions.
The Fiat 500X advertisement is humorous and fascinating. It effectively exploits sexual, emotional, and romantic appeals, which grab the attention of the audience. The advert expertly captures the principal features of an automobile which often stimulate the purchase decision. The advertisement’s dominant sexual appeal may not be successful if the couple’s age bracket is the targeted consumer group.
Works Cited
“The Fiat – Blue Pill #500X.” YouTube, uploaded by Peek of the Net, 2017, Web.
Sandhu, Namrata, and Dilpreet Singh. “Gender Contamination in Indian Automobile Advertisements: Male Acceptance or Alienation?” Paradigm, vol. 21, no. 2, 2017, pp. 139-155. SAGE Publication.