Saucy Italian Popping Blue Pill In Fiat Ad Gets Green Light From Ad Standards Board

Saucy Italian Popping Blue Pill In Fiat Ad Gets Green Light From Ad Standards Board
SHARE
THIS



An ad for the new Fiat Chrysler 500X, in which a man attempts to pop a little blue pill ahead of some sexy times with his lady friend, has had the complaints filed against it dismissed.

The campaign features an old man wandering into his bedroom to find his wife waiting for him. He rushes back to the bathroom to take his little blue pill, only to miss his mouth in his haste.

The blue pill plummets out the window, hits the roof, goes down the drain pipe, bouncing off another roof, a wall, and a lamp before finally landing in the open petrol tank of a man’s Fiat 500 at the petrol station.

You can watch the cheeky spot here:

Complaints of the ad included, “I was firstly offended that the advertisement was aired during the day whilst having very adult content on a channel my young children and I often watch” and “it was very suggestive, sexually and wrong”.

The advertisers responded by explaining, “The advertisement of the new Fiat 500X was positioned at our core target of women, mid-30s with a strong interest in style and design – when it comes to their car, they want something that ticks all the boxes from a practicality perspective but also with distinctive looks and personality, so our marketing needs to do the same.”

The Advertising Standards Board noted the complainants’ concerns that the advertisement depicts a couple about to engage in sexual activity and then a car enlarging after coming in contact with a Viagra-like pill is sexualised content that is not appropriate for children.

But it also noted that the nudity is “mild” and while the expansion of the car is “intended to represent the sexual performance effects of Viagra”, believed children would not understand the references to sexual performance enhancers, deeming the complaints excessive.

The Board considered that, “Whilst adults would understand the double entendre employed in this advertisement, in the Board’s view most adults would not find this double entendre to be sexually explicit or inappropriate in the context of a light-hearted and cheeky scenario”.

 

Latest News

The Best Time Of The Day To Check Your Emails
  • Opinion

The Best Time Of The Day To Check Your Emails

Bombarded by too many emails? Are the the little buggers taking up more of your time than they effectively should? Well, let Inventium founder and B&T regular Dr Amantha Imber (pictured below) pass on her sage words on tackling your electronic mail avalanche… I have a confession to make. I love checking email. I love how productive I feel smashing through […]

Opinion

by B&T Magazine

B&T Magazine
Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]