Italian vehicle model Fiat is saying goodbye to its gray automobiles in true Italian style, portray the city orange and vivid. In its newest Operation No Gray marketing campaign with Leo Burnett Italia, Fiat CEO Olivier Francois stars and guides viewers by an in depth clarification of the model’s new change.
Operation No Gray by Fiat and Leo Burnett Italia
Filmed on-site within the sun-kissed seaside city of Lerici, Italy, Francois strolls down a marine harbour alongside a number of gray automobiles. From German gray to Japanese gray, French, and extra, gray automobiles are a straightforward and protected promote for many automotive producers.
Nonetheless, Fiat’s roots are deeply Italian – full of affection, color, ardour, life, optimism, and extra. None of those attributes are remotely related to gray, which generally borders on minimalism and coldness.
With that, Fiat shakes up the sport with a rule change: no extra gray automobiles. Francois steps into the brand new Fiat 600, which is hoisted upwards above an enormous vat of orange paint. The home windows are sealed shut, and the automotive is progressively lowered into the paint, masking your complete car in a vivid shade of orange.
Each side of the automotive is now a vibrant orange, from wheels and rims to the undercarriage and headlights. As an undeniably Italian and upbeat observe performs within the background, Francois lowers the window and smiles on the digital camera with a thumbs up.
Because the now-orange automotive fills the body, accompanying textual content on the backside of the display screen says, “From June Fiat will now not produce gray automobiles”. The digital camera pans out to a scenic view of Lerici. With vibrant buildings, heat skies, and boats within the harbour, Fiat’s orange automotive is completely at dwelling with its environment.
Closing with “Italy, the land of colors. Fiat, the model of colors”, Fiat’s marketing campaign video delivers their message in outstanding style. As Operation No Gray goes underway, the model hopes to embody the Italian way of life and reaffirm its new Dolce Vita worth.
