| Title | FIAT 500 CULT YACHT |
| Brand | FIAT GROUP |
| Product/Service | AUTOMATIVES |
| Category |
A07. CARS, OTHER VEHICLES, AUTO PRODUCTS & SERVICES |
|
Entrant Company
|
LEO BURNETT Milan, ITALY
|
|
Advertising Agency
|
LEO BURNETT Milan, ITALY
|
|
Production Company
|
ALTOVERBANO Milan, ITALY
|
Credits
| Francesco Bozza/Alessandro Antonini |
LEO BURNETT CO. MILAN ITALY |
Executive Creative Directors |
| Davide Boscacci |
LEO BURNETT CO. MILAN ITALY |
Group Creative Director |
| Marco Gucciardi |
LEO BURNETT CO. MILAN ITALY |
Creative Director |
| Julie Carpinelli |
LEO BURNETT CO. MILAN ITALY |
Copywriter |
| Giuseppe Campisi |
LEO BURNETT CO. MILAN ITALY |
Art Director |
| Laura Petillo |
LEO BURNETT CO. MILAN ITALY |
Account Manager |
| Riccardo Biancorosso/Franca Quercia |
LEO BURNETT CO. MILAN ITALY |
Tv Producers |
| Ago Panini |
Director |
Director |
| Pharrell Williams |
Red Rose Production |
Music Artist |
Brief Explanation
Launching the new Fiat 500 Cult, a new premium model of the 500, showing its irreverent spirit, its iconic coolness and its upscale take on the joys of life.
The new Fiat 500 Cult is a little jewel, cooler than ever, even though it is accessible to everyone. Its two sides, “premium” and “democratic”, are ironically mixed in a film that starts just like a typical automotive “philosophy commercial” about enjoying the “little big things” of life and leaving behind status symbols. But the story ends with a surprising punch that turns its meaning inside out, revealing its “irreverent” spirit. The final line that reveals the joke says: “the size of your car doesn’t matter at all. What really matters is the size of your yacht”. As we hear those words, we see the two protagonists of the commercial sunbathing on the deck of an enormous and luxurious yacht, with the 500 Cult parked on board.