A new television advertising campaign to promote the new Fiat Sedici got underway in Italy last Sunday, a spot which seeks to promote the Sedici as a fresh new alternative to other C-segment and four wheel drive rivals. Last month the Sedici was titled as the 'Official Car' of 'Torino 2006', the XX Winter Olympics, and this week it is the undoubted production star of Fiat's stand in Geneva. It is now going on sale across Italy.

Devised by the advertising agency Leo Burnett and directed by the Director Harald Zwart, the new spot characteristics the new model as being an ideal alternative to other cars of its segment which are currently present on the market, offering the pleasure and handling of a compact car, coupled with the performances expected of an SUV. From this 'oneness' of new off-road Fiat model an advertising campaign has been born that has abandoned the stereotype of the engaged integral vehicle in the wilder nature, and the accepted extension of how difficult it is to untie such a vehicle from its surroundings to take part in "daily adventures".

The inference of the Leo Burnett campaign spot is that the car must be "heroic" in order to succeed with unexpected and to carry out the thousand engagements required of it every day. Here, it is necessary for an automobile like the Fiat Sixteen to shine, revelling in its leading compactness, dynamics, elegance, imbued with a rarefied atmosphere and,above all, intelligence because it instantly becomes a genuine four wheel drive vehicle when the circumstances dictate so.
 

In fact the Sedici adopts a brand new 4x4 system which is easily activated in three modes: 2WD, CAR and LOCK. The performance is thus from true cross-country vehicle, while comfort of the ride and the fuel consumption are those of one street car.

The Sedici is truly a car for all drivers is the message that Leo Burnett is trying to convey. The spot concludes with the words: "Fiat Sedici. Because every day is 4x4". The spot's scenes are concepts drawn from the ideas of famous films, instilling a sense of expecting the unexpected. It opens with a father holding a small baby in a living room in a somewhat solemn manner, and includes footage of extreme missions with people braving the full-scale wind swept and snowy elements; the spot quickly switches to glimpse the Sedici being loaded with provisions in a supermarket, before a man emerges heroically from a swamp, like a scene straight out of a war action film, but in actuality it is an everyday scene where he reunites a young child with her cuddly toy. The score is 'Thus Spoke Zarathustra' by the composer Richard Strauss, which was previously chosen by the famous director Stanley Kubrik for his Hollywood blockbuster '2001: A Space Odyssey'.