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Richard Gere, Lancia Delta, and a Free Tibet? 08/07/2008 19:31. 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 advertising is using René Girard’s notion of... // Culture Buzz |