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Fiat adapts Chrysler ads to Italy

by David Zatz on

Within Italy, Fiat has started to promote the new Panda in a way that echoes recent Chrysler and Jeep ads, more than traditional Italian or Fiat ads. The new 90-second Fiat Panda spot started airing yesterday.

In the ad, Fiat is shown as leading a new era of growth and development, calling on Italians to join. A release from the company says,

… there are many Italys in the collective imagination: a nation of art, invention and creative talent not to mention great industrial and technological enterprise. To dispel the quaint image of Italy and the negative stereotypes that are still often portrayed today, the spot shows powerful images of workers at the Pomigliano d’Arco plant where the new Fiat Panda is made.

These workers are symbolic of the Italy that never gives up, even in the most difficult moments, but rather has the will to take its future into its own hands with unquestionable dedication. They are proud and determined men and women who every day devote talent, passion and creativity and above all desire into making a product of the highest quality: the new Fiat Panda.

The narrative does not, after the first line, mention Fiat or the Panda itself, but uses the new Jeep tagline, “The things we make, make us”. The key message of the campaign is “This is the Italy we like,” echoing the recent Chrysler ads which show a nation that works and overcomes challenges, doesn’t give up, but strives to make and achieve.

Fiat, Europe’s leader in the city car segment for many years, claims that it has “focused on attaining the highest levels of quality throughout the development and production process” of the Panda, which is made at the Pomigliano d’Arco plant near Naples, Italy. The plant was completely retooled and has new body welding and assembly technologies; Fiat says it is “not only the most advanced Fiat facility, but also among the most advanced in the world.”

Olivier François, head of the Fiat brand (and until recently head of the Chrysler brand), said: “The new Panda is a symbol of Fiat’s know-how in the city car segment and this spot celebrates the return of production to Italy of the icon of Italian city cars : the Panda, the most sold city car in Europe. The upgraded plant in Pomigliano has introduced a radical new approach to quality and the campaign tells the story of this special place, a place where an industrious Italy has been reborn. An Italy where a job well done is a matter of personal pride. A place where people’s desire to produce a car of the highest quality is stronger every day. A place where innovation, research and passion are alive, where the relaunch of an Italy that the entire world believes in has begun.”

The language appears to echo that of the Chrysler 200 Super Bowl ad, which focused on Detroit rather than Italy.

The new campaign – which encompasses TV, press, billboards and web – was conceived and developed by the advertising agency Kube Libre, under the creative direction of Luciano Nardi. Shot in and around Naples, the TV spot was directed by Luca Maroni and produced by Movie Magic. The people appearing in the spot are workers at the plant and the soundtrack is from Flavio Ibba. The text is:

New Fiat Panda. This is the Italy we like.
How many types of Italy are there?
A nation of art?
A nation of great invention?
A nation of creative talent?
A nation of quaint images?
A nation of youth in search of a better future?
Or a nation capable of great industrial and technological enterprise?
We can choose which Italy to be.
It’s time to decide whether we want to be ourselves
or to be what others think we are.
Now is the moment to start afresh
To start the only way we know how: with our work
and rise to the occasion
Because, everyday, in Italy,
there is someone who wakes up
and puts their talent,
and above all desire
into doing something well.
The things we make, make us

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