New S-Design advertising campaign has beat and personality
- Fiat has launched two new commercials for the Fiat Tipo and Fiat 500X in the S-Design trim level. Conceived as video clips, the films draw in their audience with the song “Dynamite” by Nicky Blitz.
- The campaign, by creative agency Leo Burnett, perfectly encapsulates the cars’ style and dynamism.
The advertising campaign for the S-Design trim levels of the Fiat 500X and Fiat Tipo – the sportiest versions of Fiat’s compact crossover and medium-sized car – is now underway. Both cars have a look that highlights their dynamism and perfect blend of style, instinctiveness and urban sporty verve, and are aimed at a young, active and detail-aware target market. After the launch of the 500X S-Design in June, the S-Design family has been extended to include the Tipo range, and the car’s debut coincides with that of the new campaign by Leo Burnett, which involves TV, press, radio and the internet. The commercial reveals and amplifies all the new product details with the aid of modern graphics and a high-impact song: “Dynamite”, by Nicky Blitz. The production company is Alto Verbano and the film is directed by Alberto Colombo.
The same creative concept is used for both models, with modern music, featuring an exciting beat, to emphasise the S-Design special series’ key characteristics. The films are built around the song “Dynamite” by Nicky Blitz and are made in video clip style. Blitz, originally from Los Angeles, began his career behind the scenes in the 10K Islands production team, writing music for television and advertising and for artists of international fame.
The cars’ distinctive characteristics are also underlined by the synergy between images and superimposed adjectives: for example, the “S” of S-Design stands not only for the Tipo’s style and sportiness, but also for its “special” outfit and “social” vocation, just as the camera lingers on the latest-generation UconnectTM 7″ HD LIVE system. This is standard on the entire S-Design range, together with UConnect Link with Apple CarPlay integration and Android AutoTM compatibility, ensuring drivers more user-friendly smartphone use.
On the 500X, the S-Design trim version highlights the Fiat crossover’s ‘X factor’: Explorer, Exciting, Extra, Exclusive and Extreme are the characteristics which also emerge from the sequences of images, which show the 500X passing seamlessly from a fashionable night-club to a muddy ford. So in both films the key-word reinforces the scenes’ meaning while the music provides an attractive mood that reflects the two cars’ personalities.
Turin, 4 October 2017