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Viral ad: How Fiat turned 12 painted women into a car

Look at the ad above, and look at it again.

It's a car, you say.

It is. But it's a car created by a number of expert contortionists (all women), collaborating to 'become' a car. Once they're done, the contortionists' bodies are painted to project elements of the car. Look closely, for example, at one of the two tyres and you will see the human form more clearly.

A screenshot from YouTube

A screenshot from YouTube

"Some agencies push products. Some sell ads. We tell the truth. The truth, as you know, can set you free. It can hurt. It can make you laugh. It never fails to make you think, and it always makes you listen," The Richards Group, the creators of this ad, says about themselves on their website.

This makes you watch and makes you think.

Here's a video of the making of the print ad.

By the time you finish staring at this, you think more about the contortionists, the women. And you look at the tag line for the car, which is the Fiat 500 Abarth Cabrio. There it is, in the top right hand corner of the print ad: Made of pure muscle.

Why would Fiat (and The Richards Group) go through all the trouble? Because this ad is not targeting all possible consumers, but a niche segment, the people who will read the "Body Issue" ofESPN the Magazine.

Here we go again. Another ad which makes you wonder - what is advertising?