International Advertising Assignment: New Fiat Panda - "This is the Italy we like"

Advertising is often a direct reflection of cultural and societal values. In recent years, empirical studies have shown the emergence of several “global brands” that cross borders and attempt to appeal to a mass market of consumers. However, a debate exists as to how much ethnocentrism occurs in the way advertising is created and distributed to target audiences. In this assignment, I will critique an ad from outside my home country. The purpose is to review the ad and see what research and information I can come up with to better understand the cultural context under which it was created.

This well-crafted TV advert for Fiat first aired in Italy in January 2012. With the intention of spreading messages of national pride and integrity, it draws striking similarities to the 2011 Jeep Grand Cherokee Manifesto Commercial aired in the United States. Both car manufacturers seek to leverage their unique competitive advantage as one of their nations pioneering automobile companies to attract attention, inject interest, facilitate desire and eventually persuade a course of action. The Fiat commercial appears to be directed at promoting the new Panda hatchback model but actually assumes a much greater objective – Reminding Italians about everything the company stands for, its nationalistic values, culture and ethics in a desperate effort to start anew. It fosters a bigger picture perspective as it highlights everything that defines the nation such as craftsmanship, design, structural inventions and a glorious history of prolonged excellence in automobile manufacturing. Based on Fiats then worrisome position in the global market, the ad was seen as a source of redemption for the automaker in a time of anxiety and growing concern for a nation bewildered with an array of economic crisis and growing uncertainties. 

As mentioned earlier, the commercial targeted several aspects of Italian lifestyle with the mention of design and aesthetic value being the most prominent. It also aimed at selling the concept of ‘hope and faith’ in an effort to encourage Italians that their days of prosperity and wealth can be restored if they just begin to trust the values that built the nation in the first place. Considering Italy’s Roman Catholic ancestry and religious standing, these phenomena seemed to align well with Fiat’s goal of refurbishing its image and leading people to believe that through the company, the nation is on the verge of a new beginning. In addition to this, artistry, creativity, passion and the desire to produce are other critical Italian characteristics that were very relevant in the context of this ad. Displaying the current state of affairs in the initial part soon followed by the notion of an ideal Italy, this ad inspires positive change through dire action.   

The laws, rules, and regulations governing the use of advertising in Italy are as liberal as those in the United States without any major distinctions, censory restrictions or prohibitions. A good method of understanding the differences between advertisements aired in various countries is by undertaking a comparative study. Identifying and analyzing two very similar TV ads produced by two very different companies, operating within the same industry and seeking to communicate a similar message was intriguing. While the predicament of both these automotive giants were relatively similar at the respective times during which these ads were broadcasted, the key factors that were touched upon to stimulate almost identical viewer response were quite different. The Jeep commercial targeted core American values and beliefs such as pride in American manufacturing and engineering, telling the world that American manufacturing is getting back on track, and that Chrysler is working hard to build the best new products for the market. On the other hand, Fiat looked to drive home elements of day to day Italian life such as the importance of creativity and design, beauty, aesthetics and perfection while consequently reiterating their legacy as one of the oldest and largest automobile manufacturer in Italy. Both commercials were characterized by these similar values that were thought to have built the nation as well as the company and inevitably reinforce this popular connection. The timing and character of these campaigns were spot on as they aired during a tumultuous period of great difficulty for both companies. Both automakers decided to go back to their roots and market a campaign that would encourage consumers to make purchase decisions based on their ‘responsibility’ towards their country and to entice their patriotic pride of driving a vehicle that strongly represents their nation. In hindsight, the Fiat ad might have well been exactly how the Jeep ad was, if it were tailored to be created and broadcast in the United States.