The car company's cheeky new ad “The Motherhood” features an attractive, but rather addled, British mom rapping about the ins and outs of being a mom.
Some of the more provocative lyrics include “I express like the best from these holes in my chest, wear my nursing bra, like a bulletproof vest” and “I’m a school-run-taker, fairy-cake-baker, dealmaker, orgasm-faker, rattle-shaker, cheesegrater, nighttime waker, I’m a placater, peacemaker.”
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Baby mess is also a theme, with kickers like “Work versus home is a mental combination with my elbows deep, in infant defecation.” And it’s not every rap that references “cesarean scars and episiotomy stitches.”
The video is a hit — it’s garnered nearly two million views in just a couple of weeks online. Most comments are of the “ROFL” and “LOL” variety, with some applauding it as “Advertising done right - it doesn't annoy you when you see it! ”
However websites like AdWeek and Digital Spy are quick to point out the remarkable resemblance to Toyota’s 2010 “Swagger Wagon” ad, which featured a decidedly unhardcore suburban white couple rapping about their kids and minivan.
And there are definitely some who are unimpressed with Fiat’s blatant attempt to appeal to moms. Doug Barry of Jezebel sarcastically rips into the ad:
“The gist of this lyrical styling of motherhood is that, in so many words, motherhood sucks. Rap Mom seems completely beleaguered and, quite frankly, is pretty pissed that her children are such sticky, destructive monsters, that her husband is such a selfish lover, and that the only solace she can take in this social and biological prison sentence we innocuously term "motherhood" is a tiny car.”
A commenter on the same article writes, “Jokey rapping in commercials? What decade is this?”
But most viewers — moms and dads in particular — seem to find the ad to be a bit of good fun that need not be taken to seriously.
After all, "It's the motherhood, and once you're in the club, you're in for good." We're betting that's a sentiment most moms can relate to.