Fiat ad banned for over sexualisation and portraying unsafe driving

Fiat ad still

Fiat: “There are no sexual references in this ad”

A TV ad for the Fiat 500 has been banned for depicting unsafe driving and being overly sexualised.

The ad features a feisty Italian woman who transforms into a car in the imagination of a man. It ends with the car speeding off.

The ad was not banned for objectifying women, even though the woman featured in the ad is portrayed as a car.

“With all the media attention on the over sexualisation of girls and young women, this ad doesn’t portray women in a positive light. It equates the woman with a car,” one complaint read.

Chrysler Australia, which owns Fiat, responded to the Advertising Standards Bureau by saying that the ad does portray women in a positive light by “cleverly drawing a parallel between a beautiful woman and a car that people find appealing”.

The car maker also denied that the ad contains any sexual references.

The ASB banned the ad for unsafe driving and not treating sexuality with sensitivity to the audience.

Chrysler removed the ad from air, and said a modified version would run at a later date.


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