Magazine article Marketing

Punto Uses Sparring Couple to Convey Car's Feisty Spirit: Fiat Puts Personality above Product for the Punto as New Competitors Move into Its Territory

Magazine article Marketing

Punto Uses Sparring Couple to Convey Car's Feisty Spirit: Fiat Puts Personality above Product for the Punto as New Competitors Move into Its Territory

Article excerpt

Fiat continues to use the battle of the sexes to communicate the fun and feisty personality of its Punto model in a new [pounds sterling]4m campaign for the car.

The latest ad enters Adwatch at number 14, recalled by 50% of viewers. It opens with the number one 80s track by The Human League, Don't You Want Me?, heard as a couple drive into a petrol station in their Punto.

The man speaks the lyrics of the song to his girlfriend as if it is part of a normal argument between them, saying, "You were working as a waitress in a cocktail bar when I met you". When he goes out to pay, she locks him out of the car and starts to move the car away as if she is going to leave him in the forecourt.

Eventually she lets him in to stop the woeful cries of "Don't you want me baby?" The ad ends with a shot of a petrol pump marked 'flammable' and the strapline 'Spirito di Punto'.

Kate Hopkins, board account director on Fiat at D'Arcy, says: "With increasing competition from rivals in the small cars market, it appeared that the Punto had lost a little ground. The Citroen C3, which is soon to be launched, will also rival the Punto. …

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