In its pursoot to set the brand’s target market, Fiat has revealed its new-look commercial. This ad promotes the Italian car maker’s Fiat 500 Abarth to the well-0ff men of America who want to feel attractive and powerful. For the event, Fiat has tabbed American actor Charlie Sheen and has re-called Italian supermodel Catrinel Menghia from this year’s Super Bowl commercial. This is entitled “House Arrest”.
Fiat has been in “American market penetration” mode for about a year now. To do so, the brand hasn’t been shy from hiring big American celebrities like Jennifer Lopez to provide the brand exposure. This strategy has paid off. Kudos.