Fiat tease the launch of new Fiat 500L with the release of 'The Motherhood' online video

Fiat Group Automobiles UK has released a teaser campaign in preparation for next year’s launch of the new Fiat 500L.

The online film, created by krow communications, celebrates the realities of motherhood following a young mum around her home while she raps about the reality of her life after the arrival of children.

Inspired by insightful comments made in research groups which Fiat undertook in the summer, the teaser film uses real tales mums shared about their daily lives and their desire to retain a sense of style and modernity while tackling family challenges.

Fiat Group Automobiles UK marketing director, Elena Bernardelli, commented: “We wanted to connect with our target audience, starting with dynamic young mums, in a way that demonstrated our understanding of the challenges they face balancing motherhood with their desire to keep hold of their pre-children identity.

“We hope that by dramatising the reality of embracing a new life stage in this way we will raise a knowing smile from mums everywhere, and we are sure that they will recognise how the Fiat 500L can bring a touch of glamour into their family’s life.”

Speaking of the campaign, krow communications founder, Nick Hastings, said: “All our communications for the Fiat 500 brand come straight out of the fun, cheeky character of the cars. We wanted to turn up the volume a couple of notches on this one, so the film could become a true, funny and shareable piece of content with our audience and beyond.

“That's why it was so important we didn't hold back from the more explicit realities of motherhood. Thankfully the marketing team at Fiat totally got this, and we're really pleased with the result.”

The film was produced by Rubber Republic and seeded by Maxus. Pierre Paoli, digital account director at Maxus UK, added: “Our aim is to ensure it is visible and sharable on the platforms that these dynamic mums are actively using, such as Twitter, YouTube, blogs and forums. Enjoy the Motherhood.”

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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