Cannes Lions

FIAT 500 CULT

LEO BURNETT, Milan / FIAT GROUP / 2014

Awards:

1 Bronze Cannes Lions
Case Film
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Description

The new Fiat 500 Cult is a little jewel, cooler than ever, even though it is accessible to everyone. The two sides of it, the “premium” one and the “democratic” one, are ironically mixed in this new TV campaign, with a commercial that starts just like the typical automotive “philosophical commercial” about enjoying the little big things of life and leaving behind status symbols, and ends with a surprising punch that turns its meaning inside out, revealing its “irreverent” spirit and its coolness.

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