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