What an Advertise-Meant?

my take on the latest Indian advertisements             

Posts Tagged ‘Admiration Guaranteed

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 –