Fiat is constantly trying to make its famous model, the 500 (Cinquecento), the perfect Made in Italy symbol.
Well known all over the world to have represented the italian economic boom in the early sixties, Fiat is now keeping going ahead its product image of "dolce vita" that we can still find in its unique and timeless italian style.
In the next year, Fiat 500 will be 56, and will be launch the "Collezione 2013", which with the Italian company will continue to reinforce its brand image of "a company striding confidently towards the future, but at the same time rightly proud of its historical identity".
We can easily understand this concept looking at the relative TV spot:
THE COMMERCIAL
This is just a part of the brand-new advertising campaign that Fiat has developed: starting from the 1st july, we will see a series of spots, print, radio and web advertising, all inspired by the personality of this iconic car.
Every single kind of ad will be characterized from the details of the single version, taking the specific values to consumer's attention; in fact, to meet the consumer's needs, the Collezione 2013 will be launch in the coupè and convertible variants, in seven different samples: Pop, Pop Star, Color Therapy, Lounge, Street, Rock and By Gucci.
So, what a best location for an ingrained Italian product like the 500?
So, the tv commercial that you have now seen is just the first of the series, and it is such a kind of 'generic presentation' of the new model's range: it is a sort of pot where Italian values of the brand could be mixed up before being better explained during the film, thanks to references to typical Italian situations, way of life, style, elegance and whatever else.
The film is set in Ischia, the famous and beautiful island in the Naples' gulf, which is a worldwide tourist attraction, and it has been produced by Leo Burnett's agency and directed by Tarsem Singh: the creative directors Marco Gucciardi and Alessandro Antonini, and the executive producer Riccardo Biancorosso has worked for the executive creative directors Riccardo Robiglio and Paolo Dematteis.
SPOT ANALYSIS
It's clear that Fiat's aim was to sum up all this: so, what a best way to do that than trying to explain what Italians likes to do using a first person teller?
Let's translate what he says:
"We italians like style. Generosity.
We like fascinate. We like to improvise.
Be amazed.
But, most of all, we like to uncover"
Well, let's start from the beginning: "We like style."
The well known Italian style, sometimes related to values of elegance (especially in fashion and design), sometimes related to values deep rooted in the culture or in who you really are.
What kind of images accompany this first sentence?
Well, it's the typical picture of Italian's "dolce vita" (remembering Federico Fellini and Anita Ekberg), where we can see a beautiful woman on an yacht: she wears sixties sunglasses and a floral dress shaken by a warm wind that carries away worries and problems.
Because money is no object, and the style is priceless.
In every sense. This is why a rich lady could be so fascinated by a city car: small car, great style.
"Generosity": the spot goes on with the stereotype of the Italian welcome and hospitality, relating this concept to the simple image of a luggage van full of sixties' accessories.
Of course, the "dolce vita" period is a redundant item, even adopted to remember the historic identity of this model.
Now we can notice that the scene's sequence is speeding up, trying to obtain a higher level of target's involvement: because anyway "We like fascinate", and the viewer, as the guy and the dog, is invited to take a peek at a winking girl on a 500 Cabrio.
"We like to improvise", because life is never written, and this is a typical philosophy in Italy.
This element is important to transfer the desire for happiness and the dynamism which are part of this car's personality.
Strictly connected with the improvisation, is the amaze's theme. Why to live in black and white? Life's colored! It worth to look for something new: and the paradox is that you could find the new even looking back in the past. Especially if you are referring at a glorious past, all made up with immortal elegance and a timeless delightful design.
We are arrived to the last sentence, which is maybe the most important one: because, most of all,"We like to uncover".
To avoid translation inconveniences, it is better to specify the possible meanings of this phrase: indeed, we could interpret it as "we like to discover new (better) things, places, people, etc." or "we like to disclose ourself (we are life enthusiast, we are extroverted)".
The last possible meaning is the most literal, and is "we like to uncover our car (to feel more free).
In my opinion, this multi-choice-meaning is lovely, because it winks to the consumer making different interpretations possible, so that he could feel a higher level of complicity with the brand and its products.
In the last part of the film we can see the commercial informations: a feminine voice comes out and explains the details such as the price or the accessories.
After produced a high involvement with a very emotional tv commercial, it is fundamental to give tangible elements to the potential consumer, to allow him to better consider the presented product.
Passing over this details explanation, we can notice the return of the previous teller, who takes to the stage the product's payoff: "Fiat 500: a little touch of happiness": and what a best way to transfer this concept than with the image of a happy baby girl who's playing with a bubble blower machine?
In this "conclusion" we can find out that values of elegance, style and Made in Italy are perfectly merged with the elements of the Italian culture explained in the film, such as joy or happiness: this is also due to the large use of bright colors, which are useful to lead another lifetime to memory and to communicate the availability of new colors shades for the new collection.
Just a note about the music: it's a jingle especially composed for this commercial by Flavio Ibba;
an enjoyable and gentle melody which accompanies colors and situations represented, creating a vintage atmosphere, and bringing our thoughts over the past years.
CONCLUSIONS
Who can sprinkle up the best Italian design, the elegance of a luxury product, the sixties way of life with happiness, generosity, and joy? Of course, Fiat: "Simply more", with its mythical 500.
A summer fresh advertising campaign to present the new collection of a historic worldwide product which has been - and nowadays is still - a symbol of Italian values for more than 50 years in a constantly renewed way.
Because old could mean new.
In the last part of the film we can see the commercial informations: a feminine voice comes out and explains the details such as the price or the accessories.
After produced a high involvement with a very emotional tv commercial, it is fundamental to give tangible elements to the potential consumer, to allow him to better consider the presented product.
Passing over this details explanation, we can notice the return of the previous teller, who takes to the stage the product's payoff: "Fiat 500: a little touch of happiness": and what a best way to transfer this concept than with the image of a happy baby girl who's playing with a bubble blower machine?
In this "conclusion" we can find out that values of elegance, style and Made in Italy are perfectly merged with the elements of the Italian culture explained in the film, such as joy or happiness: this is also due to the large use of bright colors, which are useful to lead another lifetime to memory and to communicate the availability of new colors shades for the new collection.
Just a note about the music: it's a jingle especially composed for this commercial by Flavio Ibba;
an enjoyable and gentle melody which accompanies colors and situations represented, creating a vintage atmosphere, and bringing our thoughts over the past years.
CONCLUSIONS
Who can sprinkle up the best Italian design, the elegance of a luxury product, the sixties way of life with happiness, generosity, and joy? Of course, Fiat: "Simply more", with its mythical 500.
A summer fresh advertising campaign to present the new collection of a historic worldwide product which has been - and nowadays is still - a symbol of Italian values for more than 50 years in a constantly renewed way.
Because old could mean new.
