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商业 - 汽车

珍妮弗•洛佩兹能够拉动菲亚特销量吗?

Alex Taylor III 2011年10月10日

据称,大约600万女性观看了比赛,而曲线优美、可爱的菲亚特500因为广告上的拟人化表现成为了与大众甲壳虫和Mini Cooper同一档次的“女性车”。

    如果吸引眼球是广告成功的标志,那么菲亚特-克莱斯勒(Fiat-Chrysler)的首席市场营销官奥利维尔•弗朗索瓦堪称广告天才。

    超级碗星期天素有“广告奥运盛典”的美誉,弗朗索瓦在这个特殊的奥运会上曾经赢得过“一块金牌”——当时克莱斯勒播出了一段2分钟的商业广告,以颓败、老旧的汽车城为背景,欢庆“来自底特律”的汽车。根据汽车网站Edmunds.com的数据,这段广告播出后,克莱斯勒的品牌考虑购买度增加了267%,同时这段广告在Youtube上的浏览次数也接近1,300万。

    当时,这则广告由过气的说唱明星痞子阿姆主演。如今,弗朗索瓦故技重施,再次使用一位或许已经处于下坡路的明星——珍妮弗•洛佩兹,希望籍此制造话题。过去两周,弗朗索瓦已经播出一段30秒的菲亚特广告,画面上洛佩兹穿着露脐短衬衫和褶皱超短裤又唱又跳,还驾驶菲亚特500在城市里自由穿梭。

    广告是由一段近6分钟的音乐录影带剪辑而成。这则录影带是为了推广洛佩兹的最新专辑,内容是洛佩兹驾驶菲亚特500穿过街道时受到狂热男性粉丝的围追堵截,引发交通混乱。录影带的最后,洛佩兹带领这群男性粉丝跳起舞来,这段舞蹈简直原封不动地照搬了迈克尔•杰克逊以前的作品。

    但是,批评者却对洛佩兹与这个意大利品牌之间的联系感到疑惑,称两者之间风马牛不相及,完全让人摸不着头脑。《广告时代》(Advertising Age)一位读者质问:“一位过气、平庸的女明星和一家寻求将自己的品牌重新打入美国市场的汽车公司之间到底有什么联系?只要付钱给她,她就会代言所有的东西。菲亚特居然跟她扯上关系,简直是让自己的品牌蒙羞。菲亚特的这个举措荒谬透顶。她染指的所有东西都变得毫无价值。她毫无品位可言,菲亚特会被拖累的。再见,宝贝。”

    If getting attention is the mark of successful advertising, then Fiat-Chrysler's chief marketing officer Olivier Francois is a genius.

    On Super Bowl Sunday, the Olympics of advertising, Francois won a gold medal with a two minute Chrysler commercial that used a decaying and decrepit Motor City as a backdrop to celebrate cars that are "imported from Detroit." The ad boosted consideration for the Chrysler brand 267% after it aired, according to Edmunds.com and has now been viewed nearly 13 million times on YouTube.

    That commercial starred fading rap star Eminem. Now Francois has used Jennifer Lopez, arguably another star somewhat past her prime, to create an extraordinary amount of buzz. For the past two weeks, Francois has aired a 30-second Fiat commercial showing a singing and dancing J.Lo plugging the 500 while fetchingly attired in a midriff-bearing blouse and pleated tap shorts.

    The spot was carved out of a nearly six-minute music video promoting her latest album that shows Lopez being mobbed by adoring male fans and causing traffic chaos while driving down the street in a Fiat 500. It concludes with Lopez leading the men in a dance routine seemingly lifted intact from an old Michael Jackson video.

    Critics are mystified about the connection between J.Lo and the Italian brand and have called have called irrelevant and pointless. Asked one reader of Advertising Age: "What is the association between a washed-up talentless diva and a car company that's looking to reintroduce its brand into the U.S.? She's endorsing anything and everything that will pay her to do so, and Fiat is muddying itself by associating with her. This is a completely nonsensical move on Fiat's part. Everything she touches becomes worthless. She has no brand and that will rub off onto Fiat. Ciao, baby."

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