The colors of the Fiat really led me to this conclusion. The Fiats showcased were red, light blue, and yellow, colors that really standout against the mostly black and grey scale background of the Godzilla trailer. All the other cars shown in the street scene were also black and grey, and the Fiats were the only source of color in the whole commercial. The colors are also very upbeat and loud which would naturally draw attention to the car in any setting, especially an apocalyptic, monster infested city.
I first thought that the advertising pair of a Fiat and Godzilla was pretty random, but now I realized it was actually really strategic. The main message of the commercial is that a Fiat isn't as small as you think. The fact that Godzilla couldn't even swallow the car really shows this loud and clear. By comparing and contrasting the car to Godzilla, the Fiat seems way bigger than it actually is. The camera angles also add to this. The monster is almost always shot at a distance or from above, making it seem smaller to the viewer. The Fiat is always shown up close at eye level, making it seem bigger.
The target demographic for the two also makes the pairing seem perfect. By using fun colors and showing young people in the commercial, Fiat is trying to market to people in their early to mid twenties, the same crowd that is known to rush out to see the new summer block buster.
The technique most likely used for this ad/trailer was bandwagon. Combining Fiat and Godzilla was an attempt to get Godzilla fans to think that Fiats are super cool and vice versa. I think that the concept that Fiat is the only source of color in the black/grey commercial world goes towards the need for autonomy. The cars not only stand out against but survive Godzilla, making them unique.
After seeing this commercial I also noticed how important the colors are to attracting the viewer's eyes to the car. As you pointed out, everything around the Fiats are very dark and the bright colors of the car provide a contrast that makes them very noticeable. I also think you made a really good point by mentioning how advertising the Fiat with Godzilla is very strategic. It seems the bright colors of the car would attract a younger crowd and the Godzilla movie is also aimed towards younger people. It is clear that by putting Godzilla in a Fiat commercial, advertisers are trying to capture the attention of young people.
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