Body paint ad of Fiat Brand to debut in ESPN Body Issue

Article by Anita Panait, on July 11, 2013

FIAT Brand North America is running its very unique “Body Paint” print ad in this year's edition of the ESPN The Magazine’s Body Issue. The visually captivating print ad features over a dozen female artists, models and contortionists that recreated the image of a Fiat 500 Abarth Cabrio.

Olivier Francois, Chief Marketing Officer, Chrysler Group LLC, and Fiat Group Automobiles Head of Fiat Brand, remarked that the ‘Body Paint’ print ad allowed them to participate in a :unique collaboration with a multinational sports company" that links the FIAT brand with sports and car enthusiasts across the world. Eric Johnson, ESPN executive vice president, multimedia sales, said that their "ideal execution" is when a client creates an ad that "works so well within the context of [their] environment.”

He quipped that Fiat's "Body Paint" ad is not only a creative win, but also thematically ties in perfectly with ESPN The Magazine’s annual Body Issue.

Jason Stoicevich, Head of FIAT Brand North America, remarked that they wanted to create a concept for ESPN The Magazine's Body Issue that was "as visually unique" as the Fiat 500 Abarth Cabrio.

He remarked that the notion of the print ad conveying "athletic grace" in a magazine that devotes itself to covering athletes around the world is a "perfect union" for the FIAT Brand. The annual edition of ESPN The Magazine’s Body Issue became available on newsstands on July 10, 2013. [source: Fiat]

Topics: fiat, advertising

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