Fiat Linea Punto releases its new TVC shot underwater. Here’s their list of reasons why and what they were trying to communicate -
1. The TVC shows two cars being assembled against all odds in a challenging environment.
: Actually the serene blue sea makes me feel more comfortable and relaxed. Gives no indication of ‘against all odds.’ I am sure the production would have had a challenging time shooting this, but that is not translated in the TVC. #fail
2. The upgraded four features to communicate were powerful ground clearance, automatic rain sensing wipers, brighter dual-tone interiors and automatic headlamps.
: First two times I saw the TVC, the features did not really catch my eye. VO was more powerful. Post reading an article on the upgraded version, I saw the TVC again which then made more sense.
3. The underwater rendition has a multi-fold purpose. Firstly, it is a literal as well as figurative manifestation of the brand’s ability to dive deep into core consumer wants and needs.
: What? How? I don’t get that one bit. I did check with few other people in case my myopic vision is messing around. They didn’t get it either.#FAIL
4. Secondly, the depth of the ocean is symbolic of the depth of passion needed to achieve something special, and this drive to achieve against the odds was something that was found to resonate with the personality of the brand’s TG (target group). This is reflected in the phrase used at the end of the film — ‘Got Heart!’.
: Well, no. More than the depth of the ocean, I get the passion quotient with the Voice over.
5. Additionally, it conveys the availability of the two cars in a new colour — oceanic blue.
: Seriously, come on. Now you are just being ridiculous. More like everything remotely connected with the underwater concept is being force fit as a reason why.
Now see it for yourself -
Informatica
thanks !