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There is now a
car with such generous standard equipment and attractive Italian styling that no
one can resist its charm.
This is the message in the TV advertisement for the new Fiat Idea, a car that
goes beyond conventional distinctions between different categories of car: it is
more agile than a mid-sized saloon, more spacious than a city car and more
compact than an MPV. An appealing advertising campaign has been created
especially for this original and elegant car.
American actor George Clooney, a household name in Italy, has been chosen as the
star. In real life, he often spends time at his house at Laglio, on Lake Como,
and his passion for all things Italian - from food and wine to fashion - is
renowned.
Obviously, this passion also extends to Italian cars, which is why the Fiat
Idea, with its elegant styling, caught the attention of one of the world's most
popular actors.
The advertisement consists of an intriguing story of seduction set in the roads
around Lake Como. A beautiful woman is driving along the twisty roads in a flame
orange Fiat Idea.
She stops at a villa, gets out of the car, opens the passenger door and,
unexpectedly, walks away. A robustly built man of around 40 appears, jogging.
Intrigued by the open door (and by the car's beauty), the man gets into the car
and we can see that he is impressed by the Idea's features to such an extent
that he lies back easily, as if the car were his.
Almost instantly, the woman reappears and uses the remote to lock the doors,
trapping the man inside. The man starts to apologise and the woman, with a
slight, triumphant smile, gets into the Fiat Idea and drives off with her prey,
who is obviously George Clooney.
The advertisement's closing phrase 'George not included' carries a subtle
innuendo, especially for female viewers.
The making of this film required a team of seventy persons, two conventional
cameras, one steady-cam and a camera-car, for shots of the car in motion. 5,000
metres of film were used in all, and considering that the ad consists of
approximately thirty scenes, the phrase '…and action!' was pronounced at least
five hundred times.
In short, a major production effort to create this fun and original
advertisement that highlights the winning features of the Fiat Idea: style and
innovation, attention to detail and sophisticated design. The ad was directed by
the Argentine Pucho Mentasti, who lives and works in Los Angeles, and several
times winner of the Lion at the Cannes Advertising Festival.
With him on the set were Agostino Castiglioni, one of the most renowned
directors of photography, and, alongside the Hollywood star, beautiful model and
actress Dara Tamanovich, who lives in New York.
The advertisement, developed under the supervision of FCC (Fiat Coordination
Center), starts broadcasting in Italy this morning on the Rai and Mediaset
channels, and later in other European countries.
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additional material: Pasquale
Caterisano
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