The Fiar 'R is for Respect' Ad Chronicles Mob Life on the Streets

By: Jana Pijak - Jul 4, 2016
References: adsoftheworld
This cinematic commercial for Fiat is titled 'R is for Respect' and follows a cast of fictional street gangsters. Conceived by Mexico-based advertising agency Made -- with work from creative directors Sergio Sharpe and Fernando Sánchez, director Rodrigo Valdés, producers The Maestros and account director Ernesto Rosillo -- this ad starts off with a serious theme but is later revealed to promote the latest version of Fiat's beloved Sporting car model.

Though intimidating at first glance, this commercial's street and biker gang members are upstaged Fiat Sporting models that are shown driving through an urban setting. Mimicking scenes from cult classic Drive, the commercial's frames each fade out with a humorous conclusion, a salute from tough guys who are depicted showing respect for Fiat's line of compact cars -- a clever reference to this ad's R is for Respect name.