Fiat uses big breasts to sell small cars video

The advertisement created by the Leo Burnett agency in Argentina hinges on diving -- literally -- into a giant cleavage. Developed as part of the campaign for Fiat's small Palio, the tagline is "The car for the best time of your life." Fiat apparently thinks the best time of a man's life will be when his girlfriend announces she's signed up for breast augmentation.

The ad doesn't denigrate women, but viewers are bound to wonder how far you can go in objectifying them. And one thing's for sure, it certainly doesn't focus on the car -- which suggests that Fiat isn't confident of selling the Pialo on its own merits. Or of selling the car to women.

It follows a string of recent ads from the Fiat brands that used the undeniably sexy Catrinel Menghia to promote the Abarth 500.

The first Menghia appearance for the Abarth was full of double entrendes, another played on Charlie Sheen's house arrest, while a third for The Fast Show featured Menghia supposedlty at the wheel giving the Abarth a real caning.

But has Fiat gone too far with this one, and is it likely to alienate female customers? The Leo Burnett agency in Sydney could not be reached for comment today. However, it's unlikely the ad would be screened on Australian television. 

However, it's unlikely the ad will be screened on Australian television, says the director of corporate affairs for Australia’s Chrysler Group headquarters, who have just taken over responsibility for Fiat following the Italian and US companies merging.

“I think it’s highly unlikely we’ll see that ad campaign here in Australia,” Fiat spokesperson Lenore Fletcher says. “Because we’ve just taken over we are having look at all the different marketing and advertising assets available around the world.

“And there are some sensational assets that Fiat has out there. The ads with Catrinel Meghia and the ones with Charlie Sheen are fantastic. Fiat has a lot of quirky approaches – full of personality. However we are aware of the cultural mores of the Australian market, so it’s doubtful we would go with (the breast implant ad).”

So, what do you think...is the ad sexy, or is it just plain sexist? Take our poll.