Watch The Spot

Meet Fiat's New Spokes-Babe

New 500 Hatchback Spot Plays Off Super Bowl Commercial

By Published on .

Advertising Age Player

Fiat's got a new 30-second commercial for its 500 hatchback, and, as with most Fiat's spots of late, it stars a real babe.

Baby, actually.

The precious blonde strapped into a car seat in the back of the racy red 500 coupe, dripping cuteness, gets the kicker line in the ad as well. It's borrowed from this year's Super Bowl "Seduction" ad for the Fiat's Abarth, in which the striking Romanian model Catrinel Menghia says to a nerdy onlooker, "Che cosa guardi?" which translates to "What are you looking at?"

Created by Chrysler agency Doner , Detroit, "Baby" began running Wednesday on local and network TV. Doner also did creative for the latest Abarth "House Arrest" ad that features Charlie Sheen as a wild man driving a car around a mansion stocked with women, though the original spot with Ms. Menghia was created by Richards Group, Dallas.

The premise of "Baby" is that two guys, off to a sporting event, get stuck minding the baby because "it was girls' night out." Their car pulls up next to another driven by an older man -- is it our imagination, or does he look a little like Clint Eastwood? -- who stares at the child. She glares back, makes the classic Italian thumb-against-fingers gesture, and asks, "Che cosa guardi?" The spot closes with a female voice-over: "Let your Italian out."

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