Fiat's first US campaign for the 500e is using the oldest rule in the marketer's playbook ("Sex Sells"). The racy new commercial aims to estabish its EV as the hot, sexy car in the category.
How Chrysler describes Fiat's new "Test Track" commercial, above:
Billed as the only electric that turns “you” on, the ad shows a female test-driver entering the passenger's side of the vehicle, then the car whips around a curve, losing control. The crew rushes to her rescue only to find her and the driver in a very precarious position. The new Fiat 500e: environmentally sexy.