DMB&B Punto ad has female appeal

Fiat is putting pounds 3 million behind DMB&B’s latest spot for the Punto, which keeps to the theme of feisty women drivers.

Fiat is putting pounds 3 million behind DMB&B’s latest spot for the

Punto, which keeps to the theme of feisty women drivers.



The new film, which retains the line ’spirito di Punto’, shows a couple

on holiday driving to a restaurant. The woman is supposed to be

map-reading but seems incapable of directing the man, who is at the

wheel, to the dull restaurant he’s chosen. He accuses her of holding the

map the wrong way up and, much to her annoyance, it turns out that she

is.



The scene cuts to the restaurant where an Italian waiter is impatiently

glancing at his watch and tapping his feet. Darkness begins to fall and

the woman suggests eating at a place nearby. The man asks sarcastically

where they would find a restaurant in the middle of nowhere, and she

immediately points to a romantic-looking place where, it soon becomes

apparent, she has made a reservation.



Daniel Taylor, the account director on Fiat at DMB&B, said: ’The

strategy is to create a personality that is as individual and original

as the Punto.



Our research demonstrated how readily the target audience identified

with the in-car argument scenario. Many women were familiar with the

situation and most men accepted that they would behave in the same

way.’



Directed by Andy Morahan through Great Guns, written by Johnny Pittard

and art directed by Steve Wakeham, the ad follows the previous spot,

’driving lesson’, where a woman, tormented by her boyfriend’s ’advice’

while learning to drive, places his favourite objects in their driveway

and careers around them in her Punto.



The new commercial breaks on national TV this Thursday. Media is being

bought by the Media Centre.



Fiat launched the Punto in 1994 with a pounds 5 million campaign through

DMB&B.