Title: Fiat Punto
Author: Daniel Taylor
Creative Director: Nick Hastings
Art Director: Dave Godfree
Copywriter: Mark Waldron
Client: Fiat Auto UK
Product: Fiat Punto
So as not to alienate either female or male Punto drivers, planning
arranged for two separate gender-specific groups to react to the script
that railed against their sex. The groups expressed their feelings in
detail to the first script. Planning then played the two narrative tapes
again, exposing the groups to the other version for the first time. A
full group discussion then took place to highlight the pros and cons.
The results gave planning and Fiat the confidence not only to make the
scripts, but to exploit the opportunity for controversy and exposure.