Fiat North America has cut its ties with an advertising agency, Impatto Custom Marketing, which is based in Southfield, Mich. This firm made the first national TV spot that shows the Fiat 500 in a drive-in theater. Chrysler Group’s spokesman Gualberto Ranieri said that the company is "winding down" its relationship with Impatto.
No further details were provided. Dianna Gutierrez, another Chrysler spokesperson, said that it hasn’t been determined yet when another agency would be chosen.
Fiat ends it relationship with the marketing firm as the automaker ramps up its first national ad campaign. Fiat started to broadcast the drive-in commercial on Aug. 1.
There’s another spot on a music video by Jennifer Lopez that was first seen on Sept. 12 but Impatto isn’t involved in it. Fiat is planning additional spots featuring Lopez. Impatto had helmed the campaign with the "Life is Best When Driven" tagline, which is still at the core of the brand's philosophy.
Fiat North America CEO Laura Soave announced this tagline last November. A different tagline is used on the drive-in commercial: "Simply More." Fiat currently has 102 dealerships but it will have 28 more by the end of 2011. From the start of the year until August, Fiat sold 11,088 of its 500 small cars. The 500 is offered in two versions: a coupe and a convertible.