Ad of the Day: Fiat’s CEO promises to stop making boring gray cars
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
DOP: Daniele Poli – Matteo Rea
Producer: Fina Gomez de la Torre – Alessia Pietromarchi
Line producer: Viola Ranalletta
Allestimento set: Gruppo Eventi
Editor: Davide Mauti
Color correction: Valerio Liberatore
Post-production: Frame by Frame
Music: No more gray
Composer: Flavio Ibba
Publishing: Red Rose Productions