Fiat’s first national TV commercials are set to air this week, according to Laura Soave, the head of Fiat North America. These commercials, which are part of the campaign that has “Simply More” as the tagline, will be extensively played on national TV and cable networks.
For this campaign, Fiat has planned broadcast, print, digital and special events. In an interview last Friday, Soave said that Fiat is “a brand with a strong heritage” – a fact that it wants consumers to know about Fiat.
She described the 500 as “more than just a new car” as it had appeared in the past but has come back. Fiat dealers look forward to this TV campaign.
They have been paying for the local ads for the 500 since the model started selling last March. Soave shared that with Fiat’s dealerships now totaling 93 as of last Friday, the carmaker could certainly justify this campaign. Chrysler said that by the end of the year, it will have 130 dealerships. "Drive In" is the title of the first 30-second TV spot.
An original 1957 Fiat 500 is seen in black and white as it is being driven with the music of Elvis Presley – “Jailhouse Rock” – playing. The video then shows that this is a scene from a film that’s played on the screen at a drive-in theater in modern times.
The video is now in color as it reveals a couple inside the 2012 Fiat 500 at the drive-in as the Elvis song transforms into a contemporary electronica version. Similar to the Fiat 500, the drive-in theaters are cultural icons that are now seeing a resurgence in several cities.