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Richard Gere, Lancia Delta, and a Free Tibet?

 

Posted on July 8, 2008
Alan Waysbort

 

As the Olympic Games in China approach (08/08/08, for those of you who’ve forgotten), and the number of Free Tibet protests increase, Fiat (parent company of the brand Lancia), with the help of Marcel Los Angeles, created a new TV ad Lancia Delta that uses the controversial image of Richard Gere.

In the ad, we follow the movie star as he drives his new car out of the glitz and glamour of Hollywood. We are still with him as he drives right onto the snowy Himalayas, surrounded by prayer wheels and Buddhist monks. Could it really be? Can the Lancia Delta make us better world citizens?

It is clear that using such a strong reference will spark debate between the pro-Tibet camp and the others. But will using one of today’s hot topics create buzz for the brand?

Is Fiat looking to close their doors on the Chinese market? Or are they trying to use their brand to bring together the Free Tibet camp for a bit of community building? This advertisement uses René Girard’s notion of the “scapegoat” for the creation of a social link that pits one side against the other. It’s all one big contradiction: “the power to be different.” But the question is: Are you really different if you buy that car…?

Furthermore, the story doesn’t end there. The Italian company “reiterates its neutrality in connection with any political matter, be it on a national or international basis. […] The Fiat Group sincerely apologizes to the Government of the People’s Republic of China and to the Chinese people.”

Those words are a bit hard to believe. It’s hard to imagine that this campaign was done in complete innocence. This is certainly a story to follow!


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Sources:
- The article on culture-buzz.fr
- Article on YahooTV
- Adapted by Jessica Hartstein


 

Comments

1. Tuesday 8 July 2008 attime 15:22, by David

Chinese government should ban Fiat from Chinese market and disallow any Chinese company to do business with Fiat. Chinese people should boycott Fiat.

2. Wednesday 23 July 2008 attime 23:30, by Corann :: Richard Gere, Lancia Delta and a Free Tibet

Richard Gere has done so much to enable this story to be told here in the US. With virtually no media coverage, he has been able to draw attention to and create awareness of the loss of dignity and freedoms that the Tibetans have endured. I think it is insulting and idiotic to try to create negativity by suggesting that Fiat will somehow benefit because he happened to be driving one. Emphasis should be on who’s driving it and what he is doing for the Tibetans!

3. Thursday 24 July 2008 attime 13:19, :: Lancia Delta

Hah, that’s what we call highlevel publicity :D. But I prefer it in a slightly lighter color, check http://www.carchannel.be/nl/artikel/lancia/telex-minder-dan-20000-euro-voor-de-nieuwe-lancia-delta

4. Sunday 10 August 2008 attime 12:33, by nournours

Tibet is a chinese territory, recognized par NATO. Please, Mr Gere, make a video about crimes agains native american...in your country.

5. Saturday 23 August 2008 attime 00:34, by american dog

The chinese gover. should not be allowed to buy Italian cars ,because they are fools living in a pre-historical age. keeping the chinese people captive in poor conditions and ignorance.

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