FIAT 500X PHONE BOX

ClientFIAT CHRYSLER AUTOMOBILES
Category A05. Automotive
TitleFIAT 500X PHONE BOX
Product/ServiceFIAT 500X
Entrant LEO BURNETT Turin, ITALY
Idea Creation LEO BURNETT Turin, ITALY
Credits
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 Art Director

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.