Harassed mums across the land are having a good giggle at Fiat’s latest web video, ‘The Motherhood’ featuring Fiat 500L. The video is dedicated to “all those women who have to be all things to all people and live it large on a daily basis” and has clocked up nearly 2.5 million YouTube hits. Fiat’s latest endeavour to sell the new Fiat 500L to all those mothers with hectic lifestyles strikes the right notes, as it cleverly juxtaposes gangsta rap with mummydom, two seemingly incongruous topics.
Fiat joins the ranks of companies promoting cars exclusively to women. Back in 1955 Chrysler’s marketing department promoted the 'Dodge La Femme' to housewives of America. In October 2012, the Japanese company, Honda, launched the Fit She’s, designed specifically for women with ‘vital’ features such as: a windscreen that helps prevents wrinkles, an air conditioning system that improves the driver’s skin quality and a colour range inspired by popular eyeshadow shades. Move over Penelope Pitstop, there’s a new Compact Pussycat in town! What’s next for female cars: A tampon holder? A glove box equipped with emergency manicure set? Or perhaps a power adaptor for your hair straighteners?!
Social media viral campaigns are notoriously hit and miss, for every hilarious ‘Bodyform: Message to Dave from the Chief Executive’ ad, there’s a ‘Yahoo For Your Froo Froo’ Femfresh social media engagement campaign. (Setting up a Facebook page with open comments for a feminine hygiene product? WHAT were the PR team thinking?!) What makes the Fiat campaign so successful seems to be, in Funny Women’s opinion, the fact that advertisers aren’t talking down to women about what they think women want and need. But instead they point a funny mirror at the female world and allow us to laugh at some of the absurdities of everyday life.
With our annual country-wide search for the UK’s funniest women in the 2013 Funny Women Awards, what female friendly cars would you recommend for our team?
We’d also like you to know if you think men and women’s vehicular needs are REALLY that different? Why don’t you tweet us HERE.
Hannah Moulder
Pictured: Chrysler Dodge La Femme, Honda Fit She's
