August 8, 2016,
Auburn Hills, Mich.
The FIAT brand has launched a new television and online marketing campaign, “A Whole New Way to Look at FIAT,” for the Fiat 500X
crossover. The videos will air on TV and across the brand’s social channels, including YouTube
. The spots – “Dollhouse
,” “Not a Toy Car
,” “Two for One
,” “Take it for a Spin
,” which was filmed entirely with a Go-Pro camera, and “Around the World
” – are currently running across television and online; a sixth video will debut later this month (August). The videos feature the song “HandClap” from Fitz and the Tantrums as the soundtrack.
“We needed to change the conversation and do a fundamental shift in strategy to highlight the specific attributes of the Fiat 500X crossover, including its larger size and 4x4 capability of the model,” said Olivier Francois, Chief Marketing Officer, FCA – Global and Head of the FIAT Brand. “Provoking people to see FIAT in a new and fresh way achieved through creative techniques not used before in car advertising is also a reflection of our philosophy – do things different to stand out. And do them in a way that makes a meaningful difference.”
Using a forced perspective camera technique, “Dollhouse
” and “Not a Toy Car
” highlight the room for five and the cargo space. The use of split screen for “Two for One
” showcases the vehicle’s duality and capability for the urban explorer with innovation, functionality and Italian style. “Take it for a Spin
,” shot with a GoPro, uses a unique rig giving viewers 360 views of the 500X’s ability to maneuver on various terrains based on the available all-wheel drive and traction control. “Around the World
” was shot using four simultaneous cameras and a custom rig attached to the car, with footage providing a unique dimension and depth of the surroundings.
“A Whole New Way to Look at FIAT” campaign is created in partnership with FCB Chicago, directed by Jared Eberhardt and produced by Partizan.