By Amy Houston

June 30, 2023 | 2 min read

Olivier Francois fronts the automaker’s colorful new ad.

Fiat has put its chief executive officer Olivier Francois in front of the camera for a new ad set in Lerici, with the car brand’s boss explaining how bland gray is every car manufacturer’s favorite.

Refusing to take cues from French, German or Japanese brands, however, he says Fiat will draw its inspiration from the color, love and passion of la dolce vita. The world doesn’t need another gray car, he says.

To double down on his point and tease the new Fiat 600e crossover, the exec then proceeds to dunk one of Fiat’s monochromatic vehicles into a huge vat of bright orange paint while he is still in the car.


Agency: Leo Burnett Italia

General manager: Maurizio Spagnulo

Executive creative director: Francesco Martini

Creative director: Giuseppe Campisi

Creative director and art director: Giovanni Greco

Creative director and copywriter: Enrico Pasquino

Client service director: Paolo Griotto

Account supervisor: Valentina Bolognino

Account manager: Silvia Di Bucchianico

Head of TV dept: Alessio Zazzera

TV producer: Francesca Bocci

Production: Twister Film

Executive producer: Giovanni Amico, Leonardo Rossi and Ariens Damsi

Director: William9

DOP: Daniele Poli – Matteo Rea

Producer: Fina Gomez de la Torre – Alessia Pietromarchi

Line producer: Viola Ranalletta

Allestimento set: Gruppo Eventi

Offline: Sedici:9

Editor: Davide Mauti

VFX: 22Dogs

Color correction: Valerio Liberatore

Post-production: Frame by Frame

Music: No more gray

Composer: Flavio Ibba

Publishing: Red Rose Productions

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

Creative Creative Works Ad of the Day

More from Creative

View all