Fiat and Gucci announce
the debut of the Fiat 500 by Gucci advertising campaign,
appearing in newspapers and lifestyle magazines
worldwide from this month. The launch follows the recent
unveiling of the special edition of the 500 which was customised
by Gucci Creative Director Frida Giannini in partnership
with Fiat's Centro Stile.
Shot by Mert Alas and Marcus Piggott in Rome, the
campaign, conceived by Giannini, features a prolific
advertising model called Natasha Poly as the protagonist
of the Fiat 500 by Gucci. Sporting a Gucci one-of-a-kind
black leather ensemble, Fiat and Gucci believe that Poly
embodies the essence of travelling in style and living
life at full speed.
The single and double-page spreads will appear in
publications throughout the year that sees the
celebration of both the date of the 150th anniversary of
the unification of Italy and Gucci's own 90th
anniversary.The
500 by Gucci is initially available until June 30th only
by pre-order online with a list price that starts from
17,100 euro all inclusive. A series of locations in
metropolitan cities such as Paris, London, and Tokyo are
presenting a preview of the car before the European
commercial launch in June. The 500 by Gucci will then
become available in the rest of the world at the end of
the year.
The communications
activity behind the worldwide launch of the 500 by Gucci
is being developed with the support of Lapo Elkann and
his agency, Independent Ideas, including the fully
integrated above and below-the-line campaign. Riccardo
Ruini is responsible for the art direction for the
campaign.
