Title	FIAT 500X PHONE BOX
Brand	FIAT CHRYSLER AUTOMOBILES
Product/Service	FIAT 500X
Category	A02. Script
Entrant	LEO BURNETT Turin, ITALY
Idea Creation	LEO BURNETT Turin, ITALY

Name	Company	Position
Alessandro Antonini	Leo Burnett Italy	Executive Creative Director
Valerio Le Moli	Leo Burnett Italy	Creative Director
Domenico Prestopino	Leo Burnett Italy	Art Director
Pablo Cappellato	Leo Burnett Italy	Copywriter

Provide the full film script in English.

We are inside a Fiat dealership in the late ‘50s. We see a client looking at the brand-new 500 he just bought, as a dealer enters the scene and gives him the car keys… DEALER: Your keys… CLIENT: Thank you! DEALER: But there’s more… The dealer calls someone, inviting him in with a wave of his hand… DEALER: Gianni! The man arrives with an entire phone box on a carriage, as the song “Poetry in motion” by Johnny Tillotson starts. The client looks so confused, but the dealer is so proud of his surprise… DEALER: Mobile telephony… The dealer explains his gift to the customer… DEALER: As you can see, the telephone is integrated… The man links the phone box to the back of the 500, as the institutional speaker starts to talk… MALE VOICE OVER: We’ve been waiting 60 years for this moment. We now see a Samsung Galaxy S9 being integrated into the panel of a Fiat 500X followed by driving scenes of the car… MALE VOICE OVER: Buy a New 500X and get the New Samsung Galaxy S9 for free. We are back in the 50s, and we see the dealer giving the last advice to his client… DEALER: Please don’t phone and drive…it may distract you. The client looks more convinced now… CLIENT: Of course not… The dealer is having so much fun, he salutes his client, then he shakes his hand and leaves. DEALER: Should you need me… just call. Enjoy! The film ends with the client admiring his new 500…and his new integrated phone box. FIAT LOGO.

Write a short summary of what happens in the film

This film takes us back to a Fiat Dealership in the late 50’s, where a customer has just bought a Fiat 500. A dealer comes in with a huge smile, giving the keys to the new owner. Unexpectedly, the dealer is going to give the customer a special present, so he calls someone that we don’t see: a man with a phone box on a carriage arrives and hooks it to the car. The customer looks confused, but the dealer’s smile is even bigger now: he says that “integrated mobile telephony” is finally real, and after asking the customer to “please don’t phone and drive”, he shakes his hand and leaves. The customer remains alone in the dealership with his new car and phone box.

Cultural/Context information for the jury

Fiat is a Brand that means a lot to Italian people, not only having provided thousands of jobs for over a century; Fiat has also put things in motion for Italians in many different ways with its car models, becoming an icon for the whole nation. That is why a Brand like Fiat can afford to say “We’ve been waiting 60 years for this moment”, after seeing a whole era changing and evolving from phone boxes to the smartphone world. Last but not least, the man carrying the phone box has the iconic name of Gianni, that directly references the famous Fiat ex-president Gianni Agnelli. In this is way the Brand puts the past, the present and the future together.