What an Advertise-Meant?

my take on the latest Indian advertisements             

Fiat Linea ‘Stuck’ Ad

with 17 comments

{Double click to view larger video}

Tagline: “Admiration Guaranteed”

Agency: Bates 141

Duration: 50 seconds

First seen: January  ’09

Ad Message: Introducing the new sedan Linea from Fiat

Target Audience: Higher income group (30+ years)

Frequency: Medium

Description: The ad starts with a guy walking along with his son on the footway when the young boy stops to peek inside a toy shop longingly. His dad manages to drag him away forcefully before he is stuck again at another shop, and then another. Each time the father pulls his son away from the shop, only to find himself stopping in his tracks at one of the shops. Next we see that it is the magnificent Fiat Linea that has mesmerized the father this time, while his son tugs at him in vain. Voiceover introduces ‘The New Fiat Linea. Admiration Guaranteed’

[Caution: Strictly opinionated comments follow]

It came across as what I would call safe-yet-effective advertising – nothing revolutionary as far as innovation aspect is concerned but focused at getting the message across – the message that here is a stylish, good-looking car from the Italian brand Fiat (did you say ‘finally!’?). And though the storyline may be too simple imho, it manages to endear because most men can relate to drooling over their favorite set of wheels. 

There are a couple of other details that I really liked about this spot – the very apt lyrics of the background score (which is quite likable in itself) and the use of the Tata logo along with Fiat when the car is shown revolving in the showcase.

I do feel that for a launch ad, they could have given more emphasis to the “car” with a couple more sneak-peeks of the interiors et al. And yes, they could have come up with a better tagline for sure; ‘Admiration Guaranteed’ sounds pretty familiar if not clichéd.

Even so, I would give this one a thumbs-up for two other reasons – not going the celebrity endorsement way like most other brands in auto sector and not showing the done to death red-car-in-the-uber-green-hills shots. Ok, so the car is still red, but the ad gets a green light from me!

You can download the MP3 for the jingle here – Fiat_Linea_Song.mp3

More trivia about the song and ad (courtsey sonaldabral) – The song for this film is an original composition sung by Clinton . The music directors are Ehsaan and Loy. The film is directed by Prasoon Pandey of Corcoise films and is scripted by Sonal Dabral.

  Weight Rating W * R
Idea/Innovation/Creativity 15 6 90
Execution      
Storyline/Screenplay 10 5 50
Music/Jingle 10 8 80
Cinematography 5 7 35
Acting 5 7 35
Duration vs Impact 5 5 25
Cost vs Impact 5 8 40
Recall      
Brand Recall 10 7 70
Ad Memorability 5 6 30
Tagline 7.5 4 30
Product Association 5 7 35
Target Audience Connect 7.5 7.5 56.25
Entertainment  5 6 30
Claim 2.5 7 17.5
Emotional Appeal 2.5 6 15
Total 100   638.8

Weighted Average Rating: 639/100 = 6.39 (on a scale of 10)

What is your rating of this ad – 

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17 Responses

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  1. My 2 cents…

    1. Fiat, who has just a couple of cars in the market, should have come up with an amazing ad for its brand new model! I expected a lot from Fiat AD!

    2. This ad creates a very dull image of Fiat and I don’t think that it will help the company in rejuvenating its Fiat Padmini, Palio or Sienna legacy!

    3. For technical things, I don’t agree with 7 point each for cinematography and acting.

    4. And thanks to your post that now I know that there is a Tata Logo also shown in the ad. But why the hell is it shown on the showroom’s glass in the least possible size!! If you want to show it, show it properly. And if you don’t want to do that, just don’t do it!! I don’t who is scared of whom – Tata of Fiat or vice-versa!

    -romil

    romil

    January 28, 2009 at 6:24 am

  2. To me, Fiat did make one winner in Linea and the ad does complement it very well.

    Aruna Ram

    January 28, 2009 at 2:23 pm

  3. A TV ad is not the primary medium through which a car customer will find about the product details. Car ads can just announce the new launch for awareness in attractive ways and follow it up with detail print ads in newspapers et al.

    Vipul

    January 28, 2009 at 9:25 pm

  4. This fiat ad will be mile stone for fiat as well as for indian ad company.

    It true that is somebody make something with his/her heart definately it will create a history

    Ravi.

    February 3, 2009 at 6:04 am

  5. Tata is supporting Fiat to get into the indian market.Presently all service and support for fiat linea is provided by tata motors until fiat developes its own infra.thats the reason for the tata logo in fiat’s ad!

    Anonymous

    February 4, 2009 at 12:59 pm

  6. its a very nice add. and whenever it comes on screen i see it carefully. The song is very nice and apt to the add whats the add maker wants to say throgh.. and the is really admirable… and i’m giving it 10/10 ..

    indranil samajdar

    February 15, 2009 at 8:44 am

  7. @romil: Looks like you are a minority here 🙂

    @Ravi, Aruna, indranil: Yes, though I believe the song is the strongest point of this ad.

    AsMi

    February 18, 2009 at 11:47 am

  8. loved the concept of the add.

    very nice song….

    wahida

    September 12, 2009 at 9:00 am

  9. send me linia’s new wallpaper

    vivek

    September 21, 2009 at 11:57 am

  10. I really this ad.. more than my girlfriend and Fiat Brand is always my choice. Now i cant effort but in future i will buy .Venkat

    venkat

    October 3, 2009 at 5:54 pm

  11. Its like gorgeous girl at a glance, It’s a very soft song & Music and like a Indian classical music, I really love this, now it’s a ring tone of my cell phone,

    Arun Patil

    October 8, 2009 at 4:42 pm

  12. I loved the add. Linea is really beauful.I saw it in the showroom and it was looking great. Its pretty much sleek and I love sleek cars. Fiat Linea is said to be the italian beauty

    love linea

    October 14, 2009 at 11:36 am

  13. Its really beautiful

    love linea

    October 14, 2009 at 11:38 am

  14. I loved the add.The song is relly good.Linea is really beautiful.I loved the way they showed Linea in the add. It looks so sleek and i love sleek cars. I saw it in the showroom and it was looking great.Its damn good man. its driving is smooth.Fiat Linia is called as ,the italian beauty

    love linea

    October 14, 2009 at 11:47 am

  15. yaar i just fell in love with the car by watching that add..it’s a fantastic add

    priuthvi raj

    March 22, 2010 at 12:53 am

  16. anybody have the download link to new linea t-jet ad soundtrack?

    krishna

    November 29, 2010 at 12:41 pm

  17. The ad describes it as targetting 30+ years. This is such a beautiful and luxurious car. I am thinking of buying it although I am just 25.
    They should not just show married guys and fathers in their ads.

    Abhinav Nigam

    March 7, 2011 at 5:05 pm


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