Saturday, November 26, 2011

Fiat takes copywriting hints from VW

The Fiat 500 may be relatively new compared to the VW Beetle, but the copywriters on the account are certainly channeling the famous Doyle Dane Bernbach ads from the early '60s.

Touting the wisdom of small. Slightly irreverent. Apparently challenging the status quo (even though there are plenty of small cars on the road today).

And the design- a simple, modestly sized product shot, unassuming type and plenty of white space.

VW and Mini have shown that the approach can work. I'm interested to see if "think small" can carry a third car to success, though it might be hard with TV ads like this.

UPDATE: "Small" has actually supported four car models. I forgot Smart is currently running this ad, probably because I assumed it was for the same tiny vehicle.