D’Arcy shows battle of the sexes in Punto ads

D’Arcy is seeking to capitalise on the recent backlash against political correctness in a pounds 5 million campaign for the new Fiat Punto that plays on the differences between male and female drivers.

D’Arcy is seeking to capitalise on the recent backlash against

political correctness in a pounds 5 million campaign for the new Fiat

Punto that plays on the differences between male and female drivers.



The campaign continues the ’Spirito di Punto’ theme and comprises two

40-second executions, called ’women eh?’ and ’men eh?’



The first ad features a man at the wheel of his Punto, explaining the

car’s features in condescending terms that a woman would understand. He

mentions that the car has the capacity to fit ’94 shopping bags’ and

that it has 24 pockets and cubbie holes to put make-up in. It also has a

’special girlie button’ that aids power steering.



The second ad has a young Scottish woman at the wheel. She explains that

the car has a satellite navigation system which men need because, as she

asks: ’How are you going to find your way around Birmingham when you

can’t even find your way around a woman’s body?’ She also advises men

that they can fantasise about pulling in the car.



The campaign, which will include press work, breaks on 26 December. It

was written by Mark Waldron, art directed by Dave Godfree and directed

by Colin Gregg through Eclipse Productions. Media planning and buying

are by MediaVest.



James McCobb, D’Arcy’s account manager for Fiat, said: ’Punto is quite

unique in that it appeals to both men and women almost equally. So we

needed to develop a creative route that reflected that.’



The Punto was redesigned earlier this year and this is the second

campaign that Fiat has launched to support the car. The first, called

’animali’, was developed by Leo Burnett in Turin and featured people

riding around the city on the backs of various animals.



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