21. The Sheen Effect

Last year, America was entranced by the antics of bad boy Charlie Sheen. He coined the phrase “winning”, lived in a house with his porn star-esque girlfriends (whom he referred to as “goddesses”) and he drank “tigers blood”. Of course, we ate it all up. Once he got the boot from “Two and a Half Men”, his media spotlight faded a little bit.

Fiat decided to have Sheen star in their latest ads for the 500 Abarth. It features him driving the car around a mansion while flocks of beautiful young women stand around amazed by the speed of the vehicle.

The tag line for the ad, “Not all bad boys are created equal” goes hand in hand with Sheen’s reputation. The ad has everything a typical car ad consists of – fast car, beautiful women. Portraying the product as a luxury for the “bad boy” customers is generally effective. Watch and critique!



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