Fiat launches highly emotional ad on Italian television for the latest Panda

Article by Christian Andrei, on January 27, 2012

Fiat Automobiles has launched a highly poignant advertising spot for its new Panda, a concept far from the traditional marketing language in favor of a message depicting its approach to the future. The 90-second advertisement portrays an Italy driven by passion, talent, creativity and the desire to do things well. It was aired on Italian TV since January 22. It can also be viewed on the Internet, including and The spot is an event in its own right, showcasing the product by discussing the values and people behind it.

The selection to bring a message packed with symbolism is an important one. The advertisement presents the Fiat family leading the path in a new era of development and growth in Italy. All Italians are called on to participate, with the same determination and commitment. The advertisement responses to the question, "What kind of Italy do we want to be?"

The country is seen as a nation of invention, art, industrial and technological enterprise, and creative talent. To erase the old-fashioned picture of Italy and the negative stereotypes that are still present these days, the video showcases powerful images of workers at the revitalized Pomigliano d'Arco facility where the new Fiat Panda is manufactured.

Olivier François, head of the Fiat brand, related that the new Panda symbolizes the brand's know-how in the urban vehicle segment. He added that the spot celebrates the return of Italian production of the Panda, which is considered as the icon of Italian city vehicles and the best-selling city car in Europe.

François further stated that the upgraded Pomigliano plant has brought a radical new approach to quality, and the campaign narrates the story of this special place -- "a place where an industrious Italy has been reborn."

For 31 years, the Fiat Panda has been considered as one of the most likeable, versatile and easy to use models in its segment. Years of improvement and evolution have led the new Fiat Panda to become a brand that embodies a strong rational and emotional value, offering something more than what it used to. More than 6.4 million units have been produced, winning over 16 million drivers regardless of taste, age, nationality and background.

Starting from the first 600 to the 500, and onto the 126 to the very first Panda, to the Cinquecento to the Seicento, and from the second generation Panda in 2003 up to the 500 launched in 2007, it is undeniable that the Fiat Panda is the best contributor to Fiat’s undisputed leadership in the city-car segment in terms of sales. Fiat has set the bar in the city-car segment in Europe with its unrivalled skills and expertise.

From its technical and human heritage, springs forth the newest second generation Fiat Panda. In terms of space, comfort, functionality, technology and safety features, the second generation Fiat Panda offers more than its predecessors, a combination of its first- and second-generation models. This new model is what an ideal intelligent vehicle should be: a combination of practical city-car handling and the all-too-familiar space and comfort of a five-door compact car.

It is also paired with further modern enhancements that harmonize with its overall look giving the Panda an even more pleasant and magnetizing appearance just like all other products of Italian creativity – almost at par with unique creations such as the Fiat 500, the Vespa Piaggio, Moka Bialetti and Cubo by Bruno Munari. More than good engineering, these models are products of powerful alchemies forming innovative designs and concepts.

Moreover, it has redefined the common points of reference and comparison amongst these models so that it is not judged according to its appearance only. All these contribute to the birth of essential masterpieces in the history of the automotive industry. The Fiat Panda is born from this lineage.

The Fiat Panda is the epitome of substance, practicality and efficiency – all of these perfectly encompassed in its concept of beauty, visible in every detail and design procedure throughout its entirety.

Now the third generation Fiat Panda shows that it has taken the time and effort to improve on every element of the vehicle from its functionality down to the most minute detail. Overall, the third generation Fiat Panda is a harmonious ensemble, of signs that are consistent with each other to increase efficiency and its overall aesthetic value.

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