“Viva Fiat” is now rolling across the Italian television screens. Since Sunday 28th May on all main national TV channels Fiat has been featuring its latest advertising campaign, with the help of the most popular Italian radio broadcast artist of this moment, Fiorello.

The choice of Fiorello and this medium to get their message across confirms the fact that the Fiat brand has definitely changed its choice of 'music', and with that, its whole attitude to promotion. Once again the historic Italian carmaker is proving to be able to change its way of communicating with potential customers and to be able to 'speak' to everyone in a fresh and very clear choice of 'language'. This is why the choice for Fiorello was quite simply a very logical one to take. His personality, his smile, his talent and his feel for communications are just some of the aspects that unite the new Fiat brand image with this popular entertainer.
 

The concept of this new campaign seem to be the ideal scenario for Fiorello to express the qualities he is imbued with. The idea is simple and clear: Fiorello has to be as he always is, in a way that everyone recognises as his greatest strength at the microphone, just like he is on “Viva Radio Due”, a station well known all over Italy for years. But now it is radio on television, it's “Viva Fiat”! It really is a very innovative way of communicating, showing the spontaneous quality of radio on screen very informally and without any fuss. The result is a format that presents a sense of 'clear talking' but without being fake. This approach is totally new one on Italian television and it is one that provides great entertainment. Fiorelli, who is at his best, joined by his radio co-host Marco Baldini and many of the famous characters and voices that were invented by Fiorello himself.

The Fiat project went into production directly at the Radio Rai studio, the very same spot where the broadcasting takes place every day. Its an attempt to successfully secure in the TV 'spot' all the qualities required to make a radio program. For the same reason the whole of Fiorello's team is participating. The campaign will cover many subjects. Each episode is entertaining by switching from subject to subject without losing the attention of the viewer and by always being very current, just like on real radio. This program has been realised by Fargo Productions, directed by Domenico Ciolfi.