Audi recently got a lot of flack for its A6 Avant commercial that was strikingly similar to Chrysler’s much-talked about “Imported from Detroit” ad, but it’s apparently OK to crib ideas from corporate cousins. Witness the ad for the 2012 Fiat Panda, which borrows heavily from ad campaigns for the Jeep Grand Cherokee that ran here in North America.
Upon first watching the ad, it’s apparent that Italy is prideful in everything it’s known for, like art, its traditions, and of course, cars. The ad goes on to further emphasize the Italian people, who continue prove themselves through their hard work and “their talent, passion, and creativity” because in Italy, “the things we make, make us.” Sure, this ad would make any Italian proud with its strong message about their culture, but then again, we swear we heard this before…
Turns out, we already heard “The things we make, make us” tagline in the 2011 Jeep Grand Cherokee “Manifesto” commercial, which first aired in June 2010. In the ad, Jeep expresses a huge amount of patriotism, saying Americans “made the skyscrapers, the cotton gin, and the Colt revolvers.”
It may seem as though this ad is a Jeep copycat, but then again Fiat does own Chrysler now, so it may be safe to say the slogan used for the Italian ad was indeed fair game.
Which ad do you think uses the tagline more fittingly?