Fiat’s new series of spots titled “Endless Fun” defy description. I swear.

Descending into the fiery depths of laziness, ridiculousness and internet trend exploitation, the new ads for Fiat are just GIFs of stupid things happening in and around the new 500s. One such sequence involves a Marilyn Monroe-esque encounter with wind and a cat chasing a car on a TV screen. Not to disparage the 500, but I’m sure Fiat’s founders might have had a different vision for the future marketing of their autos. The ads, in addition to making no real sense, seem to be rubbing that fact in our faces with a guy in a horse mask looking at the camera and the words “deal with it” flashing across the screen in reference to an online meme whose popularity has long since peaked.

Chrysler’s CMO Oliver Francois is at the helm of this push to make the pint sized Fiats more palatable to the supersize me, SUV laden U.S. Public. And Mr Francois has zeroed in on some pretty nifty buzzwords to justify their new strategy, calling it: “Crazy weird. Crazy fun.” Well, maybe just that first word. Did I mention these spots are dirt cheap to produce?

The real driving force behind the GIF commercials soon becomes clear as soon as cost is brought up.

After all, GIFs are just a fast sequence of photos. Bottom line is that these is a trendy, eye catching and cheap line of commercials, but my real question is: Are the people who are going to be in on the internet references really old enough to buy a Fiat? Or even a pack of cigarettes?

And don’t even get me started on the twerking.

Howard Davidson Arlington MA