Fiat launches highly emotional ad on Italian television for the latest Panda
By Jonathan, 27 Jan, 2012. 0 Comments
2012 Fiat Panda
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 http://www.fiatpanda.it and www.fiat.it. 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."
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