Fiat Reveals “Every Fiat is 500% Fiat” Ad Campaign Slogan

Turin 15 April 2008 -- This slogan launched an original advertising campaign for Fiat Automobiles which underlines the way every Fiat car encapsulates all the values that have contributed to the unanimously-acclaimed success of the new Fiat 500.

The campaign was created by the Turin office of Leo Burnett Italia Group and is intended for international consumption as evidenced by the plans for a Europe-wide TV, press and radio campaign. In particular, a TV commercial with an epic flavour, filmed on a Moroccan salt lake on the border with Algeria has now been airing for a few days. The film is directed by Alexander Paul and opens with some Fiat models on a sensational drive through a sun-baked desert. The soundtrack to the action is the timeless melody "Everybody needs Somebody".

The number of cars increases second by second as the music crescendos unstoppably: the cars follow one another, overtake one another and all head for a mysterious goal, showing off their performance qualities. By now the group of cars is impressive and an aerial shot shows that they all describe the gigantic outline of a Fiat 500. The commercial ends with the claim “Every Fiat is 500% Fiat”, underlining the way in which the success of this model encapsulates the values of excellence that all Fiat cars have made their own for over a century.

Source: Fiat

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