Fiat Body-Paints a Bunch of Naked Women Into the Shape of a Car

Subtext made literal

This isn't the first time hot naked women have been painted like objects in advertising. It isn't even the first time hot naked women have been painted like cars. But this ad for the Fiat 500 Abarth Cabrio involves hot naked women, so we'll talk about it anyway. This little stunt by The Richards Group involved a whole tribe of naked circus performers, dancers and contortionists, along with one heck of a good body painter. Mashable thinks some people might consider it another example of objectification of women. Well, yes. It turns women into an object. And yet, it flows seamlessly from the Fiat brand promise and the other work The Richards Group has done for the automaker. Remember the great Super Bowl spot where they personified a Fiat by turning it into a tempestuous Italian woman? Now they turned a bunch of women into a Fiat, suggesting, in keeping with the same subtext of a bazillion other car ads, that buying the car will get you hot, naked women. At least they did it with far more style and art than slapping a woman on there like a hood ornament. I should also give them credit for the tagline, "Made of pure muscle," which suggests, at least in some way, that these ladies are actually to be admired for their strength more than their beauty. And that almost, kinda elevates it.

@rebeccacullers Rebecca Cullers is a contributor to Adweek.