Italian vehicle model Fiat is saying goodbye to its gray vehicles in true Italian style, portray the city orange and vibrant. In its newest Operation No Gray marketing campaign with Leo Burnett Italia, Fiat CEO Olivier Francois stars and guides viewers by means of an in depth rationalization 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 vehicles. From German gray to Japanese gray, French, and extra, gray vehicles are a simple and protected promote for many automobile producers.
Nevertheless, 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 usually borders on minimalism and coldness.
With that, Fiat shakes up the sport with a rule change: no extra gray vehicles. Francois steps into the brand new Fiat 600, which is hoisted upwards above a large vat of orange paint. The home windows are sealed shut, and the automobile is regularly lowered into the paint, overlaying your entire automobile in a vibrant shade of orange.
Each side of the automobile 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 digicam with a thumbs up.
Because the now-orange automobile fills the body, accompanying textual content on the backside of the display screen says, “From June Fiat will now not produce gray vehicles”. The digicam pans out to a scenic view of Lerici. With vibrant buildings, heat skies, and boats within the harbour, Fiat’s orange automobile is completely at residence with its environment.
Closing with “Italy, the land of colors. Fiat, the model of colors”, Fiat’s marketing campaign video delivers their message in exceptional style. As Operation No Gray goes underway, the model hopes to embody the Italian way of life and reaffirm its new Dolce Vita worth.
