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All good in 'da hood' for Fiat

2013-01-14 14:20

LIVING IN THE 'HOOD': Fiat'S 500L will have have the added boost of a massivly successful advertising campaign behind it when it goes on sale in March 2013, thanks to the increasingly popular 'motherhood' video.

You could say we have an eye for talent. The phenomenal success of Fiat’s catchy new viral film 'The Motherhood' which Wheels24 featured in December 2012 is continuing and gaining quite the fan base following on-line requests for the rap tune to be made into a mobile phone ringtone.

Watch da video (again)

The video’s success reminds us all how the web has changed the concept of advertising with its ability to deliver still and video images.

Fiat UK’s Facebook page (Facebook.com/FiatUK) and other social media sites have attracted calls from fans to make the song, featuring a stylish young mum rapping at a level that would put her on par with any MTV-starring, phonetically rhyming, aficionado of vulgar jewellery out there today.  

The "yummy mummy" rap addresses the reality of life with young children and is available as a downloadable tune for MP3 players and mobiles.


Since its December release, more than 2.6-million people worldwide have logged on to watch  the hugely successful video, which has become a fantastic marketing tool for Fiat,  was designed to preview the forthcoming Fiat 500L family car. This versatile new model is aimed at style-conscious young families looking for a vehicle that meets their practical needs while reflecting their personality.

With five doors and 400 litres of boot space, the Fiat 500L is larger than the popular Fiat 500 city car, but shares the smaller car’s iconic looks, style and numerous personalisation options that allow owners to stamp their identity on it.

Fiat’s web page offers a simple method to download the song. Customers simply click a link to a new page holding three ring tones and the full track, which can be downloaded free of charge.

“The response to the rap video has been incredible, and there’s no sign of it subsiding yet,” says Elena Bernardelli, marketing director, Fiat Group Automobiles UK. “People are continuing to view the viral, interest in the new Fiat 500L has grown, and now we are being asked for the music.

“We are very happy with the way The Motherhood has caught customers’ and fans’ imagination and are delighted to make the ringtone available. I hope it continues to give hard-working mothers the lift they deserve.”


The Fiat 500L will become available in March, initially with a choice of four low emissions engines, with Start&Stop as standard on TwinAir and MultiJet engines. The full engine line-up comprises the award-winning TwinAir 0.9-litre petrol (78kW), 1.4-litre 16-valve petrol (70kw), 1.3-litre 16-valve MultiJet diesel (63kW) with manual or MTA transmission, and 1.6-litre 16-valve MultiJet diesel (78kW).

The new Fiat 500L range starts at R210 000 for the 1.4 Pop Star, rising to R250 000 for the 1.6 MultiJet Lounge.

Read more on:    motherhood  |  fiat

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