Fiat 500e takes on Tesla Cybertruck in playful new ad: Clever marketing or free Cybertruck publicity?

[Digimaus]

Image: Stellantis

 

In a bold and humorous move, Fiat USA has taken aim at Tesla's futuristic Cybertruck in its latest commercial for the 2024 Fiat 500e. Titled 'You Say Tomato, We Say Pomodoro,' the ad cleverly contrasts the two electric vehicles, highlighting their dramatic differences.

The commercial opens with Tesla's imposing Cybertruck, but the mood shifts when the Fiat 500e appears, showcasing its compact, cutesy design and everyday practicality. The contrast between the Cybertruck’s rugged, cold-rolled steel exterior and angular design and the Fiat’s playful charm is stark and deliberate.

 

Image: Stellantis

 

Fiat's ad team doesn't stop there. They playfully reference the Cybertruck's standout features while promoting the Fiat 500e as "the electric car that should be." Through clever wordplay, they compare their nimble vehicle to the towering Cybertruck: while one is "inspired by angles," the other is "inspired by angels." The commercial concludes with the Fiat 500e parked in a cozy driveway, accompanied by the tagline, "What an electric car should be," reinforcing their message of fun and practicality without the drama.

 

 

The ad quickly caught attention, including that of Tesla's Cybertruck lead engineer, Wes Morrill. He humorously suggested that Fiat's commercial might do more to promote the Cybertruck than the Fiat 500e itself, while giving a nod to Fiat for capturing the essence of the Cybertruck.

In a market often dominated by serious, tech-heavy presentations, Fiat's cute and lighthearted approach offers a refreshing perspective on electric vehicles. However, it has also sparked discussions about whether the ad inadvertently serves as a free promotion for the Cybertruck. By highlighting its impressive features, some viewers feel the commercial might make Tesla's offering look even more appealing.

The ad has also prompted comparisons between the Fiat 500e and Tesla's cheapest Model 3, with debates focusing on factors like price, range, and practicality in the U.S. market. One commenter noted the potential challenges for the Fiat in the American market due to its price and range limitations.

Fiat's playful campaign has added a refreshing dose of humor to the EV market while sparking conversations about electric cars and consumer preferences. Whether seen as smart marketing or unintended promotion for the Cybertruck, the ad reminds us that in the shift to an electric future, there's room for both practicality and boldness. What do you think—is it a clever move or free publicity for Tesla?

 

• https://www.carscoops.com/2024/10/fiats-so-desperate-for-attention-theyre-comparing-the-500e-to-the-cybertruck/
• https://www.teslarati.com/tesla-cybertruck-free-ad-fiat-usa/
• https://media.stellantisnorthamerica.com/newsrelease.do?id=26316