The car marque launched the ‘Motherhood’ ad campaign earlier this week ahead of the introduction of its 500L model next spring.
The 2010 ‘Swagger Wagon’ Toyota ad was created by Saatchi & Saatchi LA.
A number of comments posted on the YouTube video and Twitter criticise Fiat for copying the Toyota ad.
Richard Huntington, director of strategy at Saatchi & Saatchi London tweeted a link to the Toyota ad stating: “Fiat should hang their heads in shame for this ripoff of our Swagger Wagon. Here’s the original.”
Other comments include: “Toyota did it better. #SwaggerWagon” and “Fiat have actually just ripped off Toyota’s swagger wagon and BADLY.”
A spokesperson for Fiat said the brand is not suggesting there are no similarities, but maintains that the ad is “significantly different” to the Toyota ad.
He says: “The ad is fundamentally British, it’s lighthearted and tongue in cheek and it puts mums at the centre of the ad.”
He added that a lot of brands use rap as a communications tool citing Yeo Valley as another recent example.
In a statement earlier this week Fiat said the ad is an “edgy and humourous” interpretation of everyday family life inspired by “insightful comments made in research groups which Fiat undertook in the summer”.
The ad was created in the UK by Krow Communications. Krow Communications could not be reached. Toyota UK declined to comment.