Eurobest

Pronto Mamma

LEO BURNETT ITALY, Milan / FIAT GROUP / 2016

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Overview

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Overview

Background

There was a time when you used to tell your mum everything. Then, little by little, your conversations became shorter and shorter. As we all know, taxi passengers are always in a hurry and chances are they don’t want to waste their precious time calling their moms. So why not persuade them to talk to their mom again with the pretext of a free ride?

Description

The film starts showing us a bunch of people getting into a taxi: as they give the taxi driver the address, he replies by asking them when they last talked with their moms. He then tells them that if they call their moms, he’ll give them a ride for free for the length of the conversation. The passengers accept the challenge, so they all ring up their moms and start chatting on the phone, talking about everything: memories, everyday life, recipes and moments of truth and gratitude. At the end of the video, a simple message delivers the important meaning behind the stunt: it’s always the right moment to tell your mom that you love her, especially on Mother’s Day.

Execution

A few days before Mother’s Day, we sent a special taxi – the 500L, obviously – around Milan. As they get in the car, the passengers found out that they can only pay for the ride one way: ringing mom. The taxi only left when the conversation started and it travelled as long as the conversation went on.

Several rides, the passengers’ reactions and their phone calls were filmed in order to create a video, and were then aired on Fiat’s Facebook page on the 8th of May – Mother’s Day.

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