Italian car model Fiat is saying goodbye to its gray vehicles 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 means of 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 vehicles. From German gray to Japanese gray, French, and extra, gray vehicles are a simple and protected promote for many automobile 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 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 step by step lowered into the paint, overlaying the complete automobile in a vivid 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 monitor performs within the background, Francois lowers the window and smiles on the digital camera with a thumbs up.
Because the now-orange automobile fills the body, accompanying textual content on the backside of the display says, “From June Fiat will not produce gray vehicles”. The digital camera 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 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.
