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Fiat (Burr Ridge Headquarters)
6900 Veterans Boulevard
Burr Ridge, IL 60527
It’s a car! It’s a woman! Wait, what?
Questions to Consider:
- What is the product that is being advertised?
- What does this say about men?
- What does this say about women?
What We Think:
It has been more that 20 years since Fiat has sold vehicles in the United States, and for their return, they’ve decided to show a woman as a car… or car as a woman? Or…? Either way, it’s just weird. This commercial shows a feisty Italian model seducing a man by pulling on his tie and teasing him until he finally opens his eyes and sees that the woman he was fantasizing about is in fact the new Fiat 500 Abarth car. First, we will state that comparing a woman to an object (car) does not make us want to buy your car, Fiat. They are basically saying that there is nothing wrong with objectifying women because there is no difference between objectifying a woman and objectifying a car. — Nickole Mariona and Jennifer Berger
Where we saw it: CBS during Super Bowl XLVI: February 5, 2012
Denise on 11-30-2012
If I WAS a car, I'd want to pull a Christine and run over the idiots who come up with this stuff. Stupid!Katie on 02-13-2013
Exoticism and extreme objectification. Nice. Not.SAR on 04-30-2013
I don't think this specific commercial was being sexist or objectifying woman. The whole point of this commercial was to suggest that the car is seductive not that a woman is an object.Donna on 05-06-2013
This commercial most certainly was objectifying the woman. She first of all is wearing the same colors as the Abarth, which insinuates ownership. Next she has been branded with the Fiat Abarth logo on the back of her neck. Last she morphs into the Fiat 500 Abarth. All of these things clearly point to this woman's objectification. Don't even get me started on the issue of race in this commercial. Fiat should be ashamed.