On the finish of June, Olivier Francois, the CEO of Italian automotive model Fiat made a daring declaration: “Fiat will now not produce grey automobiles.”
It was a courageous assertion, given the shade’s recognition amongst drivers in Europe. Nevertheless, it was made even braver as a result of Francois made the rallying cry sitting inside a Fiat 600 that was being plunged right into a tin of luminous orange paint.
The advert, created by Leo Burnett Italia, was a yr within the making in response to Francesco Martini, the company’s govt artistic director (ECD).
“It’s each a stunt and a model manifesto,” Martini advised Adweek, saying it was a part of the Turin-based producers’ “Dolce Vita for All” model ethos, which pits its automobiles as a vessel to get pleasure from life’s little pleasures every day.
It’s already courted reward from creatives globally, and it’s rapidly proving to be efficient from model standpoint too. In line with analytics agency System1, “Operation No Grey” soared into the highest 3% of U.Okay. automotive adverts inside days.
In terms of client reactions, it’s additionally the top-scoring 90-second-plus automotive advert that System1 has ever analyzed with 90% of viewers recalling the model appropriately after only one viewing.
To be memorable, was not necessary. It was the one factor that mattered.
Francesco Martini, ECD, Leo Burnett Italia
System 1’s chief buyer officer (CCO) Jon Evans revealed on LinkedIn that buyers had rated the advert 3.6 stars general due owing to its two-minute size. Nevertheless, he stated the 30-second model would possible lead to a a lot greater ranking in a high-spend class the place the common is 2.7 stars.
“It’s about time, as we’ve been ready a really very long time for a half respectable automotive advert,” he added.
A artistic dream
Shot within the vibrant Italian Riviera city of Lerici, Fiat’s hero artistic is each an ode to paint and to Italy. “Italy is pleasure, optimism, love, ardour, life,” Francois tells the viewers, breaking the fourth-wall, “And what has grey acquired to do with all that? Nothing.”
Francois got here to Leo Burnett with a single temporary, to provide you with a approach to talk that it could now not promote grey autos.
“The temporary was extraordinarily simple on one aspect and intensely difficult on the opposite,” defined Martini. “We needed to talk distinctive information in a memorable and iconic means. It’s what each artistic desires and fears on the similar time.”
