Fiat markets their vehicles toward buyers with European tastes, and it appears gigantic prehistoric dinosaurs are no exception. In a new television ad spot promoting the new Godzilla summer blockbuster, Fiat 500 and 500L vehicles become targets for Godzilla as he plows through city streets.
The ad begins with a red Fiat 500 sliding through the urban wasteland, until it is suddenly snatched from above by a clawed hand. Godzilla pops the 500 into his mouth as if it were a dinner mint, and moves on to the bright blue Fiat 500 1957 Edition. It’s not until he devours the larger Fiat 500L that Godzilla realizes his stomach wrote a check it couldn’t cash. The beast keels over and coughs up the intrepid 500L, which zips on its merry way to safety.
“We want to think big like the Fiat 500L, and what’s bigger than ‘Godzilla’?” said Fiat brand head and chief marketing officer Olivier Francois in a statement.
The 2014 Fiat 500L is the compact, four-door big-brother to the tiny Fiat 500 city car. It uses the punchy 500 Abarth’s 1.4-liter turbo four-cylinder, good for 160 hp and mated to a six-speed manual or a clunkier six-speed dual-clutch transmission. Starting at $20,395, the 500L offers a more spacious interior than the 500 while maintaining its funky Italian personality.
Fiat will introduced various promotions to run alongside the Godzilla TV spot, including Facebook page giveaways and a sweepstakes for a trip to San Francisco. Godzilla opens May 16 in theaters.