The f*** you-attitude in advertising


After Jeep Compass, here’s a new communication action for a SUV that is really shocking me. This time it’s Belgian ad for Fiat Sedici. They issued a brochure taglined “Every day is 4×4”. On page 9, they seem to promote the airco (among other options) with the following message: “In a near future, the increase in our planet’s temperature will be about 1,4 to 5,8 degrees…”

This car has a CO2 emission of 174 g/km… Compared to other SUVs, it’s not that much but it’s still a lot (the Toyota Prius, a clean(er) car, has an emission of 104 g/km)

Using the global warming argument to sell SUVs… what is that supposed to mean? Is it meant to be provocative? Or would it mean that SUV drivers don’t give a damn about climate crisis? Unless they just didn’t realized what they were writing…

As written on Asia Market Research: “Based on the premise that brands can have personalities in much the same way as humans, Brand Personality describes brands in terms of human characteristics. Brand personality is seen as a valuable factor in increasing brand engagement and brand attachment, in much the same way as people relate and bind to other people. Much of the work in the area of brand personality is based on translated theories of human personality and using similar measures of personality attributes and factors.”

At first sight, Fiat Sedici isn’t a personality I want to know better.


2 Responses to “The f*** you-attitude in advertising”

  1. Bill Compton Says:

    Hi Jim. Photos i received. Thanks

  2. FPB Says:

    hi j
    just found your blog. good stuff.

    i do occasional observations on the good, bad and bloody ugly ads i come across back at my blog too. check it out some time maybe. i’ll keep checking in here now

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