Filed under: Advertising, Attitude & Aptitude, Authenticity, Business, China, Corporate Evil, Creativity, Culture, Insight, Marketing, Wieden+Kennedy
Back in 2012, when I was at Wieden in Shanghai, we did a brand film for Fiat with the end line, ‘La Vita e Bella’.
Given we had a week to film it – literally – it ended up being a fun spot and we all remember it fondly … despite one of the clients being an absolute maniac.
Anyway, recently one of the creatives behind the campaign spotted a neon sign for sale on Amazon that looks suspiciously identical to the end line we used.
Not in terms of the words used – which is a well known Italian phrase – but in how it looks.
Given the Fiat 500 is a modern classic of design, I suppose it’s a compliment that the look of our end line was deemed ‘design-worthy’ enough to make and sell a neon sign out of it.
Or the person behind it is a lunatic.
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Guessing you wouldn’t use that message for China now. More like, buy a fiat so you can be on your own and get away from anyone with corona virus.
Comment by Bazza February 10, 2020 @ 6:43 amHmmmmn. I’d find your comment a lot funnier if the western media and many westerners weren’t showing such prejudice towards China. The way the government there are dealing with a terrible situation is unprecedented and certainly more pragmatic than any western government, and yet they and their people are being treated like vermin.
Travel advisory is one thing, literally banning anyone from China in the country or even to visit theatres and shows is quite the other. Can you imagine the outrage if China treated westerners that way against flu viruses – especially as flu has killed more people this year than the corona virus.
Comment by Rob February 10, 2020 @ 7:08 amWell that’s changed the tone of the comments. You’re right though, which makes it doubly annoying.
Comment by Bazza February 10, 2020 @ 7:25 amWell said Robert.
Comment by Lee Hill February 10, 2020 @ 7:36 amYou really should get paid by the Chinese government for your PR.
Comment by DH February 10, 2020 @ 5:04 pmcommie.
Comment by andy@cynic February 10, 2020 @ 8:46 pmI like the ad but anyone who has that line in neon in their house needs urgent medical attention.
Comment by Bazza February 10, 2020 @ 6:44 amOr it means they have the terrible virus.
Comment by Pete February 10, 2020 @ 6:55 amTakes bravery to make an ad that challenges China about the direction and choices it’s making. Love the way you connected China and Italy’s values rather than the cliched “you have status” route. Whether that is worthy of having a neon sign made and available for purchase its honour is still questionable. ; )
Comment by Pete February 10, 2020 @ 6:58 amI remember the client asking me about why we hadn’t used that strategy and I said 3 things.
1. Everyone else is using it.
2. Status isn’t the only value that makes people buy a car.
3. The price point already makes it a ‘status car’ so there’s no need to say it … people get it.
I’m glad we won that fight.
Comment by Rob February 10, 2020 @ 7:11 amGood ad too. Not so sure about the sign.
Comment by Lee Hill February 10, 2020 @ 7:37 amI suspect the creative is the seller of the sign and he or she knows you will buy it for an extortionate price.
Comment by John February 10, 2020 @ 10:27 amthe silly fuck will buy 2 “just in case.” twat.
Comment by andy@cynic February 10, 2020 @ 8:47 pmKudos to the forgers for making minor edits and getting the grammar right this time… 😉
Comment by Mark February 10, 2020 @ 4:29 pmBrilliant.
Comment by DH February 10, 2020 @ 5:03 pmit would be much better if the fucker stole the car not the fucking line.
Comment by andy@cynic February 10, 2020 @ 8:45 pm