Fiat – Linea: "Old is Gold" Marketing Strategy

Doesn’t this advertisement share resemblence with that of Lux, featuring Priyanka Chopra, where all those who pass by pause to admire her? The same sort of idea has been adopted by Fiat Linea, where we see a kid stopping at everything he looks at, his dad having to pull him away on each occasion. But then we see that his dad stops at the display of Fiat Linea and this time its the kid who drags his dad away. In the ad, the person is attracted to the looks of the linea but what factors have influenced this attraction has not been implied. The world’s most overused and unimaginative idea—“good-looking”. People don’t just prefer looks, and its definitely not the reason for a purchase decision. The features and the points of difference are important.

In Lux advertisement, the admiration is related with beauty. But the advertisement depicts the same old “Good-looking” theme. Old is Gold is an old saying and marketers are still following this. Marketers have to think in a different manner to attract the costumers.