14 Jun

“When Fiat Professional calls, Chuck Norris answers”

The new advertising platform features Chuck Norris: his iconic, indestructible character, very popular on the web, provides an ironic incarnation of the brand’s values

Fiat Professional will launch a new advertising campaign featuring Chuck Norris, covering TV, digital media, radio and billboards. The key advertising material are six videos starring Chuck Norris with the Fiat Professional range and the Ducato, Talento, Fullback, Doblò and Fiorino models individually. A genuinely full line brand, thanks to a wide offering tailored to customers’ real needs, able to defeat the market’s toughest challenges. The famous actor, whose iconic, indestructible character also enjoys great web popularity, is an ironic incarnation of the Fiat Professional brand values: determination, solidity, reliability, dynamism and being there. Fiat Professional has always liked to speak to people clearly and directly.
Chuck Norris will perform amazing, hyperbolic actions in a variety of working scenarios, playing the role of the hero for whom nothing is impossible, whose mere presence is enough to get any wished-for professional outcome, such as stopping a tap dripping at a glance, because “Chuck Norris’ tap never loses a drop, it only wins”. The message is that a worker who doesn’t have Chuck Norris’s incredible qualities can still rely on the Fiat Professional full line of vehicles, able to tackle any working task with complete customer satisfaction guaranteed. The result is a format that surprises every time and will support the brand’s commercial offers on all markets. The concept is based on the alternative “Be Chuck or be Pro”, the only two strategies available for dealing with the workload of a real professional.

In the film about the Ducato range the tone will change slightly, featuring the American actor’s facts with references to the action films that have made him famous, to celebrate the leadership of a model that has also achieved legendary status in the commercial vehicle world. The ironic approach is applied again, in a real action movie where the meme figure becomes the vehicle itself: the Ducato, best-seller of the range and leader in many markets, is the only vehicle Chuck Norris can trust when he needs incredible results. The plot and mood are those of an action film, with the whole Ducato range being chased by a band of bikers, an extreme context in which it can show off all its versatility. The campaign, produced by Filmmaster Productions, was created by Leo Burnett and directed by Markus Walter. The films, to be shown both on television and on-line, are supported by radio, press and social media.



Agency: Leo Burnett

Executive Creative Directors: Alessandro Antonini, Francesco Bozza

Group Creative Director: Davide Boscacci

Creative Director: Stefania Abbrugiati

Art Director: Daniela Barberio, Giuseppe Campisi, Vito La Brocca

Copywriter : Federica Altafini, Antonio Di Battista, Fabio Lattes Romeiro

Account Director: Roberta Spagarino

Account Manager: Maurizio Battistel, Stefano Casuccio, Silvia Di Bucchianico

Head of TV Department: Riccardo Biancorosso

TV Producer: Laura Nadalutti, Franca Quercia

Productions Company: Filmmaster Productions

RDirector: Markus Walter

DoP: Ottar Gudnason

Scenography: Sebastian Krawinkel

Costumie Beth Lopez

Executive Producer: Lorenzo Cefis

Producer: Elena Marabelli

Pruduction Director: Gianluca Stabile

Post Production: Band

Turin, 9 June 2017