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Fiat’s New Spot Shouts, ‘The Italians Are Coming!’

In Doner’s new spot for the 2014 Fiat 500L, colonial Americans are invaded by a group of red Fiat-driving Italians. To prepare, the American women strip off their bonnets and hoop skirts, revealing cleavage and cocktail dresses. A pub sign is replaced by “Club,” and teacups are shattered to make room for steaming espresso.

Sure, if the Italians invaded instead of the British, we might be less straight-laced when it comes to sex. Our government might engage in fistfights instead of filibusters. But the glamorization of Italy seems to me a boring cliche, an unfounded American fantasy that feeds itself. Because of American media, I expected to see beautiful women and smell-wafting pizza in Rome, but the actual trash-filled streets and knock-off style was less than alluring. The whole thing felt like a self-imposed tourist trap.

Like men in speedos on panoramic beaches, Fiat’s ad is slightly amusing, but I wish it had moved past our traditional perceptions of Italian “fun.” After all, it’s not hard to crack a joke at the expense of Berlusconi and his Bunga Bungas.

Credits after the jump

Creative Credits

Client – Fiat

Agency – Doner

Spot Name – Italian Invasion
Co-CEO, Chief Creative Officer – Rob Strasberg
EVP, Executive Creative Director – Murray White
Creative Director – Jason Bergeron
Copywriter – Anthony Moceri 
Art Director –  Alexander Drukas
Executive Producer –  Laurie Irwin
Director of Broadcast Production – Jack Nelson
Production Company – Supply and Demand
Director – Paul Goldman

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