Describe
This advertisement begins with Jennifer Lopez driving around town in a new Fiat 500 singing one of her dreadful songs. Apparently word got out to the masses, and gangs of people begin frantically chasing after J-Lo and her new Fiat. She is chased by men on foot, skateboards, and even a dirt bike. At one point, a man jumps on the hood of the Fiat, and J-Lo gives him a classic "OMG" look. When the car finally comes to a stop, she jumps out and breaks into dance with several other "random" street people.
Analyze
The makers of this ad used several ad techniques in an attempt to reach their target audience. The first and most obvious technique used was the famous person technique. Although I'm not sure why, Jennifer Lopez is famous, and for some reason, celebrities appeal to the general public. The bandwagon technique was used in this ad also because when someone seen someone else running towards the Fiat, they realized they needed to run towards it as well. I felt a bit of a snob appeal with this ad too, but that's probably because I envision Jennifer Lopez being a complete snob in real life.
Interpret
This is just one of several Fiat commercials featuring J-Lo, but they all seem to have the same general message, "J-Lo is better than you, but if you buy a Fiat, she will let you dance with her in the street." I guess the target audience for this ad is J-Lo fans who happen to be in the market for a car. I thought that her popularity had been waning in recent years, but apparently Jenny from the block still has a large enough following to merit big time ad dollars.
Evaluate
I find this ad to be memorable, but in a very annoying way. I've never driven a Fiat, and for all I know, they could be the greatest vehicles ever made, but I'm sure as hell not going to take Jennifer Lopez's word on it. I can't say for sure whether or not this ad has inspired people to go out and buy a car, but I see no real reason why it would.
Conclusion
Overall, I found this ad to be horrendous, and I think it was a complete waste of money. I've never found myself in any situation as a consumer where I stopped and asked myself, "What would J-Lo do?" The fact that a mediocre actor and singer likes a product will never be a deciding factor in whether or not I will buy said product. Personally, I find it a bit insulting that ad agencies believe the general public is incapable of making their own decisions.
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