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Welcome to the motherhood: Fiat ad targets mums

By Peter Firth and Robin Key 19.12.2012 Advertising : Rubber Republic : Krow Communications

London – Italian car maker Fiat has launched a new commercial for its Fiat 500L, entitled The Motherhood, which is aimed at young mums.

The film, created by Krow Communications and Rubber Republic, features a woman rapping to a hip hop soundtrack in a faux-gangster style. She raps about the trials and tribulations of motherhood compared to her comparatively easy life before she had children.

This advert uses humour to good effect and focuses on the target audience rather than extolling the virtues of the product. For more on how brands and agencies need to realign their offers to women, read our Womenomics macrotrend.

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