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.
