LAMPlatoon Critique: Fiat 500 Abarth

Find out what got lost in translation in the Super Bowl 2012 Fiat commercial.
This video was created by The LAMP as part of a media literacy workshop. It is intended as a criticism of and commentary on this advertisement. The goal of this video is to encourage and persuade advertising firms to make more socially responsible advertisements for children. The original advertisement itself has been inserted only to give context to the criticism. Insertion of the advertisement does not imply that the advertising firm that created the advertisement or the company whose goods and services are being offered for sale in the advertisement in any way sponsored or is connected with this video. In addition, any use of the company's trademarks is intended only to describe the mark owner's goods and services, and in no way implies the mark owner's support of The LAMP's videos, services, or mission.
The LAMP is a non-profit organization creating a grassroots movement to reform and improve media. This is achieved through free media literacy workshops and public events for youth, parents and educators. The LAMP's vision is that one day media literacy will be seen as the critical requirement to understanding the world and our place in it. Educated consumers demanding more accountable media will create a ground swell to which media companies will have to respond. As part of this movement, The LAMP works in communities to build healthy relationships with all forms of media.

[@emerilla920]

haha this translation is totally wrong!!!

[@gweiss1961]

"It is very, very easy not to be offended by a book. You just have to shut it" (Salman Rushdie). It's the same with the idiot-box.

[@TheLucaPozzi]

"The goal of this video is to encourage and persuade advertising firms to make more socially responsible advertisements for children". So this ad should be "irresponsible" because it shows a sexy woman? Come on, let's get serious and don't be so serious. Oh, by the way, this car is no more "imported" than most of American badged cars, actually it's made in the same plants of Dodge cars

[@TheLucaPozzi]

@TheLAMPlatoon Oh well, probably it's just my European background, anyway, when I see an ad I don't like I just carry on and maybe don't buy the product. You actually need something more to offend me and make me point my finger. And about engineering: try turning the point upside down. You can make a piece of engineering that is so evocative to recall human beings. The 500 (and the Abarth in particular) for someone that has some knowledge of automotive history is an example of this.

[@haloboy217]

Ya lamp get em

[@grodpro242]

students and facilitators live in a cloistered environment. In order to establish any amount of credence to your accusations, try getting data from the real world. In advertising youth & sex sells. Unless there is a better idea, the premiss stands.

[@MediaBreaker]

@gweiss1961 This is an attitude that has led to the increasing encroachment of advertisement in our lives. Our students live in urban environments where they are bombarded with commercials and ads, and they do not get the luxury of "opting out". Putting our collective head in the sand doesn't stop the insidious effects of unrestrained commercialism.

[@MediaBreaker]

@grodpro242 For the millions of students who were subjected to this ad while tuning into the Super Bowl, where's the cloistered environment you speak of? Luckily, we don't seek credence to our accusations but replication. The more complaints, the harder it is to ignore. Sex sells? How about let's find something more productive than putting our finest creative minds towards making a commercial that convinces people to buy products they don't need.

[@MediaBreaker]

@TheLucaPozzi We take our cause quite seriously, and we had students and facilitators quite offended by this commercial. When someone who is sick of her gender being diminished and compared to a piece of engineering and steel, we don't question her right to be offended or her reason. Instead, we give her a vehicle to vent that irritation. Still too serious?

[@patiencebarrett678]

XD lol

[@deezynar]

OH, this is great! FUNNY! I'm lost tho, is this suppossed to be less insulting to women than the original? If so, FAIL!

[@ZoanBlade90]

Ain't that the truth. HA!