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Fiat goes Back to the Future to introduce its 500X model

Fiat is launching its new 500X model with a short film paying homage to Hollywood blockbuster Back to the Future.

The ad tells the story of a 60s couple transported to the present day when their classic Fiat 500 is struck by a bolt of lightning and transformed into the modern-day incarnation.

As they try to make sense of their new surroundings, they inadvertently discover the futuristic features of the 500X including its HD navigation screen and voice activated services.

The short ends with the couple returning to their own era where they are mobbed by crowds of bemused onlookers marvelling at the time machine. In among them, the camera turns to a familiar face – a knowing traffic warden played by Back to the Future star Christopher Lloyd.

Created by Leo Burnett and directed by Ago Panini for the Movie Magic Production Company, the full two-and-a-half-minute version was first released on Fiat's social media channels where it has racked up more than 32 million views in just two weeks. It is now on air on TV in various European countries.

The campaign is Fiat's latest journey into cinema following last year's 'See you in the future' 60th birthday film fronted by Oscar winner Adrien Brody.

“After the great success of the 'See you in the future' tribute video, we decided that a film was the best way to present the many new features of the New 500X as well", said head of Fiat brand Olivier François.

Another 80s cult classic, Ghostbusters, recently provided the inspiration for the new Halifax campaign.

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