From Ask Figaro:
Fiat recently introduced a retro Fiat-500, a tiny automobile. The slogan is: “You are, we car.: Please, Figaro, analyse and evaluate this slogan for me. Figarist forever, I wait for your expert opinion.
“You are, we car” employs an anthimeria, the verbing figure, which turns nouns into verbs, adjectives into nouns, and the like. Fiat is into carring, apparently. It’s also into identity strategies, using a campaign that emphasizes the “500,000 car combinations” the model offers, allowing you to find the car that’s just for you. The car company hopes your unconscious will do this fallacious little syllogism:
You are the essence of you.
Fiat is the essence of car. Ergo,
Fiat is the essence of you.
Figaro would not want to meet the focus groups who approved this message.
Snappy Answer: “We don’t car for you.”