VH1 Produces ‘Pop-Up Video’ Version of Fiat Commercial

'Seduction' spot gets bubble treatment

Fiat's "Seduction" ad for its 500 Abarth subcompact may have impressed attendees at the Los Angeles Auto Show when it premiered there last month, but it hasn't had much of an effect on, you know, sales. So, Fiat has partnered with VH1 to do a Pop-Up Video version of the spot, which will now fight for airtime with shows where comedians talk very generally about the decades they grew up in. It's kind of a cool idea, and I'd love to see a Pop-Up Video version of, say, Van Damme's frozen-crotch spot for Coors Light. The backstory there is probably worth hearing. On this Fiat spot, it's not quite as interesting. All the pop-ups do is reinforce the obvious. The medium is better suited to imparting obscure trivia to nerds. For its 2013 model, Fiat should just Photoshop some cat pictures. Their Tumblr presence alone would generate more sales than anything else they've done so far. Via Speakeasy.

adfreakdk@gmail.com David Kiefaber is a frequent contributor to Adweek's creativity blog, AdFreak.