This is a round-up of adverse reaction to the new Fiat 500 ad in the the USA, featuring JLo, described in our earlier story .
Few had a good word for the Jennifer Lopez ad. YOU can be the first on the Drum!
Maryland :I didn't understand this positioning from the moment I saw the commercial. All I kept thinking was that Lopez wouldn't be caught dead in that vehicle if she wasn't paid.Chicago: FIAT made a bad decision by going for the "cheap shot" celebrity based ad. Here's a solution, ditch J.Lo, create an ad showing vulnerability and that recognises the fact that no one in the US knows of their brand. Embracing their Italian heritage will make the 'new kid on the block' seem more like an experienced challenger. Washington DC: Altogether the worst strategic and creative thinking I have ever witnessed. Just goes to show all the favouritism that exists in the automotive industry. Coral Gables, Florida: To put it bluntly... the campaign is just about the worst ad campaign for any car today. There is no way anyone in his sane mind would defend the JLO commercial. Pasadena, California: Fiat knows nothing about marketing, but they surely saw what was done with the launch on the Mini and the New Beetle. Fiat should have ideally designed its advertising campaign targeting towards its audience, highlighting its rich Italian heritage behind the car and not use a celebrity to promote its brand. Coral Gables FLA: One way or another, someone really blew it. If it was an ad... it was horrible. If it was a trailer, why waste a couple of million in TV advertising showing a message that was not "supposed to sell"? These remarks all appear in the Ad Age comments column. Feel free to add your view here.