Charlie Sheen, DirecTV and Fiat Capitalize On Once “Winning” Image

By: Heather Campobello - March 2, 2012

Fiat and DirecTV have banked on the visibly aged Charlie Sheen’s bad boy reputation in the hopes of boosting their sales.

Sheen capitalizes on his wild past and cheesy 80s movie personas by driving a tiny Fiat 500 Abarth in the middle of a house while a Super Bowl party is going in the following advertisement. If Batman decided to give up his cape and become a clown, this is the car he would drive. Stepping out of the vehicle to embrace a woman young enough to be his daughter, viewers observe that he is wearing an ankle monitor and forced giggles ensue.

“Not all bad boys are created equal” as stated on this Fiat ad, but I cannot help but notice that Sheen is becoming a dirty old man icon and destroying any chances he might have of resuscitating his career.

Charlie Sheen is so over! After watching this DirecTV ad I am going to go home and smash my Platoon DVD into a thousand pieces.

Oh, and before I forget, the voiceover on the DirecTV ad totally rips off the Dos Equis “most interesting man” commercials.

Only 170,000 people have viewed these commercials since yesterday which might indicate that Sheen is losing steam faster that Fiat and DirecTV realize.

Heather Campobello

About the Author

Heather CampobelloPrior to working as a Staff Writer for WebProNews I was an English Instructor at various colleges in New York, Colorado, and Wyoming. I have a Master of Arts in English from the SUNY of New York at Buffalo and have been working in marketing, clinical research, and education for the past five years. Google:+Heather Campobello

View all posts by Heather Campobello
  • Lea

    wow what a hateful article..these ads are fun, get over it and Platoon is certainly NOT cheesy.
    As for Sheen career : he has a new movie and a new show.

  • Alicia I videochat

    It has always played characters that fit your personality, no wonder it is so criticized, so is Charlie Sheen
    Best regards

    • Sandy

      I think that these women bloggers take life way too seriously! Have they ever heard the saying “take it with a grain of salt”? Sometimes I laughed really hard when I watched Two and A Half Men and in the wake of the real world chaos, that was something! I miss Charlie Sheen on the show and do not watch it anymore…because it just is not funny anymore! Now it is just plain stupid! Charlie was Charlie and everybody knows a Charlie!