Fiat Group
has apologised to China through a press release if its bold
new advertising film now running on Italian television that
features Hollywood actor Richard Gere driving the Lancia
Delta to Tibet has caused any offence. With China currently
in the global spotlight over human rights abuses in Tibet
the Delta advert was always going to prove controversial.
In the 30 second
long TV advert which has been aired in Italy during European
Football Championship matches, Richard Gere drives from Hollywood to Tibet to leave the
same mark that he left in the Walk of Fame, in other words, to leave the mark of
his hands in the spotless snow of Tibet. He travels along the roads that leaves
behind the bright lights of Los Angeles and carries him on an imaginary and
spiritual journey, first to the Hollywood hills and then, at the end of his
uphill quest, to Lhasa, capital of Tibet. Gere arrives with his Delta in a
village where he is welcomed by a group of small Tibetan monks. Together they
place their hands on the snow, leaving the prints close together, to confirm the
communion of feelings heralded by a mutual exchange of smiles.
"Fiat Group has
recently been advised that certain advertising relating to
the newly launched Lancia Delta could disturb the
sensibility of the people within China," read a press
release issued in Turin. "Fiat Group’s
approach to product promotion and advertising has
historically relied on associations with events and
individuals that have represented artistically significant
contributions on an international basis. These choices have
never been driven by or based on political choices or by a
desire of Fiat Group to interfere with the internal
political system of any country, especially as this may
relate to the People’s Republic of China.
"The choice of Mr.
Richard Gere in connection with the launch of Lancia Delta
was based on his long and distinguished career in the arts,
and the choice of the subject matter by Mr. Gere is a
reflection of our commitment to artistic freedom of
expression. This choice should
not be understood as an endorsement by Fiat Group of Mr.
Gere’s social and political views.
"Fiat Group
reiterates its neutrality in connection with any political
matter, be it on a national or international basis. To the extent that the Lancia Delta
advertising may give rise to misinterpretations of its well
established position of neutrality, Fiat Group extends its
apologies to the Government of the People’s Republic of
China and to the Chinese people.
