New Fiat 500X Marketing Campaign Looks at Fiat in Whole New Way
Though Fiat is known for its tiny cars, the Italian carmaker is looking to change things up with its Fiat 500X crossover. And, to change consumers’ perception of the Fiat brand, it is doing so by creating an advertising campaign for its crossover that uses a number of camera and production technique.
This new campaign, which is appropriately named “A Whole New Way to Look at Fiat,” consists of five videos that have debuted both on television and online. Each video is set to the soundtrack of Fitz and the Tantrums “HandClap.” A sixth video will debut later in August.
“We needed to change the conversation and do a fundamental shift in strategy to highlight the specific attributes of the Fiat 500X crossover, including its larger size and 4×4 capability of the model,” said Olivier Francois, Chief Marketing Officer for FCA Global and Head of the Fiat Brand. “Provoking people to see Fiat in a new and fresh way achieved through creative techniques not used before in car advertising is also a reflection of our philosophy—do things different to stand out. And do them in a way that makes a meaningful difference.”
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The specific camera techniques used in each of the Fiat 500X crossover commercials change depending on the commercial. In “Dollhouse” and “Not a Toy Car,” the cinematographer uses forced perspective to highlight the crossover’s spacious interior. “Two for One” uses split screen to highlight the vehicle’s capability, while “Take it for a Spin” is shot with a GoPro to give viewers a 360-degree view of the 500X’s maneuverability over a variety of terrains. Finally, “Around the World” was shot with four simultaneous cameras and a custom rig to give a unique dimension and depth of the vehicle’s surroundings.
With these techniques, the “A Whole New Way to Look at Fiat” campaign truly does change the way customers see the Fiat 500X crossover. Catch these commercials below to change your own perspective of this crossover vehicle.