The perfect combination of wit and charm?
Last night the Fiat brand launched a marketing and advertising campaign, the first since its return to the North American market with the 500. The campaign combines broadcast, print, digital and so called “experiential initiatives.” The introduction of a new tagline, “Simply More,” sets the tone for the campaign. The brand’s first national television commercial, “Drive-in,” ran Monday night on national and cable networks.
Drive-in uses “Jailhouse Rock,” a song made famous by Elvis Presley. The song was an instant hit when it was released in 1957, the same year as the introduction of the Fiat 500 in Europe. The 30-second television commercial combines old and new shots of the Fiat 500.
“Drive-in” allegedly introduces the concept of how compact vehicles can be “strong, beautiful and simple,” according to the company. Additional spots about vehicle features and capabilities will begin airing later this quarter.
“This campaign captures the perfect combination of wit and charm and is designed to engage current and potential customers, as well as increase brand and product awareness in key markets,” said Laura Soave, Head of Fiat Brand North America.
Print ads will have the following headlines:
• Form & Function meet. And begin a torrid affair
• Bigger isn’t better. It’s just harder to park.
• Life’s newest simple pleasure.
• 139.6 inches. Every one tells a story.
• On a scale from 1 to 10, it’s a 500.
Fiat also has a new web site – www.FiatUSA.com.
Creative materials were developed by Impatto, based in Southfield, Mich., the FIAT brand’s lead advertising agency.
