Title	FIAT 500 FAMILY MIRROR
Brand	FIAT CHRYSLER AUTOMOBILES (FCA)
Product/Service	FIAT 500 RANGE
Category	A02. Script
Entrant	MERCURIO CINEMATOGRAFICA Milan, ITALY
Idea Creation	LEO BURNETT Turin, ITALY
Production	MERCURIO CINEMATOGRAFICA Milan, ITALY

Name	Company	Position
Alessandro Antonini	Leo Burnett Italy	Executive Creative Director
Valerio Le Moli	Leo Burnett Italy	Creative Director
Vito La Brocca	Leo Burnett Italy	Art Director
Giulio Frittaion	Leo Burnett Italy	Art Director
Fabio Romeiro	Leo Burnett Italy	Copywriter
Massimo Paternoster	Leo Burnett Italy	Copywriter

Provide the full film script in English.

HERO VIDEO We see an open shot of a Fiat 500X Mirror properly parked. Steven steps inside the car. Very carefully, he places his smartphone in front of the speedometer. When it’s finally perfectly aligned and he looks ready to go, a SMS arrives and the gadget’s vibration makes the smartphone fall face down. Steven looks very annoyed. Steven drives down a road. Looking very uncomfortable, he drives with his head tilted to the side. We understand why: his smartphone mount is holding his smartphone at an awkward angle. We clearly see that there’s a Maps App open at the smartphone. Cut. We see a smartphone tied by a small leash to the mirror, dangling sideways. We see the driver’s arm and index finger, that reaches out with his arm and tries to pick up the call. Cut. We see Steven driving. A soda can is inside a cup holder. The car hits a bump, spilling soda on the smartphone’s screen nearby. Cut. We see Steven driving with his smartphone on the passenger seat. At the sidewalk, a chubby guy with a gym bag is waiting for him. Steven stops to pick up his friend. Steven desperately tries to stop him when he gets in, but it’s too late: his friend sat on the smartphone, breaking it. Steven looks very bothered by it. The voice-over comes in: Or, you can just use the Link System, that lets you use your smartphone’s functionalities directly on the car’s touchscreen. So you can forget about your smartphone. Exclusive to the Fiat 500 Family. Cut. We finally see the smartphone plugged in. What’s on its screen is perfectly mirrored on the car’s touchscreen through the Uconnect system. Fiat 500 Range Driving. We see the 500 Mirror family pack-shot. The super comes in: The new 500X Mirror. The mobile Automobile. Reprise: We see Steven, the “tech specialist”, starting to use silver tape to stick his smartphone to a 500X’s dashboard. The voice-over intercedes: Hey Steven, don’t do that. Just mirror it! He stops and looks up, disappointed: So… No silver tape then? Fiat Logo Legal disclaimer: Filmed with a professional driver in areas closed to the public under strictly safety-controlled conditions. Do not imitate. Drive in compliance with traffic rules. CASE VO: The new 500 family has such innovative technology onboard. 500 range driving shots. Super: The Mirroring Technology. VO: But who was the right person to introduce this technology? Close-up of a hand using a smartphone. VO: Probably the most peculiar tech specialist ever. Presentation of Steven saying: “Hi, I’m Steven” “Hi, I’m Steven”, “Hi, I’m Steven… the Tech Specialist”. VO: Because even the most clumsy user can understand it. We see some funny scenes featuring Steven. VO: We posted our videos online… where people always look for tutorials. Super: Every two days we posted a tutorial explaining The Mirroring Technology. On Social media. Steven presents some of the problems in the tutorial. VO: Tutorial after tutorial, Steven has made Mirror technology famous. We see many screens taken from news website featuring 500X Mirror. VO: With Steven, we create a conversation with audience FIAT had hardly reached in the previous years. We see several scenes in which Steve is talking on the phone. VO: And the effectiveness of the campaign was amazing... 97% of the complete views on Facebook converted visitors to the FIAT landing page. Super: 4397623 impressions, 779923 views 100%, 75632 clicks…97% We see several scenes where Steven is talking on a cell phone VO: And all this, thanks to Steven. For once, a risky choice turns out to be the best one. We see Steven greeting the audience.

Write a short summary of what happens in the film

In the “Mirror” campaign, we will meet Steven, a so-called tech specialist. He will explain us how to best use our smartphones in our cars. But, from his very first piece of advice, we quickly understand that his tutorials are not useful as we hoped. Luckily, the car’s Mirror technology will let use all of the smartphone’s functionalities in an easy and smarter way.

Cultural/Context information for the jury

People today use their smartphones for everything. But oddly enough, they don’t often use them with their cars.