Fiat UK Celebrate Launch of 2014 500L with The Motherhood Rap

Fiat UK - The Motherhood

To promote the 2014 Fiat 500L as an attractive vehicle option for a young British family, the car company has unleashed ‘The Motherhood’, a rap video featuring a humorous look at the daily challenges of a young mother of two kids.

The video, created by krow communications, produced by Rubber Republic and seeded by Maxus, relegates the car to a shiny background prop as the unflinching young mother throws down nasty rhymes for things like infant defecation and episiotomy stitches.

“We wanted to connect with our target audience, starting with dynamic young mums, in a way that demonstrated our understanding of the challenges they face balancing motherhood with their desire to keep hold of their pre-children identity,” says Elena Bernardelli, marketing director, Fiat Group Automobiles UK.

[via The Drum]


Family Saved From Night of Chilling Horror in Jack Frost Teaser Ad

Who Can Stop Jack Frost?A mysterious video appeared on YouTube and the site last week with all the elements of a typical horror movie; a dark cold night, an innocent family in peril, and a creepy little kid reciting part of Gabriel Setoun’s poem Jack Frost.

“The door was shut, as doors should be,
Before you went to bed last night;
Yet Jack Frost has got in, you see,
And left your window silver white.

He must have waited till you slept;
And not a single word he spoke,
But pencilled o’er the panes and crept
Away again before you woke…

Jack Frost takes every breath you breathe…”

The big reveal happened tonight (January 18) at when the full video clip was posted. Several horror movie blogs were reporting that the teaser video was for a new UK indie horror movie that would screened on the site. However, a few ad industry blogs had been speculating that it was for a furnace or home heating company.

In fact, the teaser clip is a promotion for the Automobile Association Insurance Services boiler insurance product. The teaser video and campaign was very good at grabbing people’s attention (over 100,000 views in a week), but the integration of the Jack Frost creative into the site is disappointing and awkward.

The campaign was created by McCann Erickson and viral content specialist Rubber Republic.