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
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
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