Fiat is very well known for making little cars that are really easy to parallel park. Evidently, they have been feeling a little self conscious about their size. I imagine that they started buying protein powder, going to the gym where they mostly walk around between rep sets to talk to girls on the ellipticals, and being generally confrontational when someone mentions how petite they are.
So, when they want to announce to the world that they had some work done and are now 'bigger, more powerful and ready for action,' things get a little awkward. Luckily, they revealed their little secret in an ad for us all to uncomfortably watch.