Fiat ad spoofs magazine style guides

Leo Burnett is lampooning magazine style guides in its latest press campaign for the Fiat Stilo Abarth.

The ad, called "modern motoring", is aimed at men in the mid-20s to mid-30s age group. Under the heading "The Stilo Abarth guide to modern motoring", some of the car's features are highlighted and tongue-in-cheek tips on how to motor in style are given.

For example, one tip is that because the Stilo is sleek and elegant, drivers should take care when compiling a wardrobe to go with it. It warns: "There is nothing sleek, Italian or elegant about head-to-toe check."

Another claims that the Stilo Abarth's "dynamic non-spring action cup holder" is a useful accessory for impressing a date when out in the car.

"Modern motoring" is the latest attempt by Fiat to move away from traditional car advertising in favour of executions that use wit and irony. It follows Burnett press campaigns for the Multipla and Punto Chill. The campaign is being supported by an interactive website developed by Burnett's sister agency Arc London.

The campaign, which was planned and bought by Starcom Mediavest, will run in motoring titles and men's magazines including GQ and Arena.

The ad was written by Daniel Fisher and Eugenia Pacelli and art directed by Rick Brim and Claudio Pasqualetti with illustration by Jasper Goodall.

Rick Guest was responsible for the photography.

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