"This campaign captures the perfect combination of wit and charm and is designed to engage current and potential customers, as well as increase brand and product awareness in key markets," said Laura Soave, Head of FIAT Brand North America. "We are excited to introduce the FIAT brand and the Fiat 500 to a new generation of consumers, and the timing couldn't be better as the 500 Cabrio joins our 500 hatchback in more than 90 studios around the country."
The FIAT brand's new tagline, "Simply More," defines the Fiat 500 as everything you need and nothing you don't. It represents the notion that the simple things in life are treasures, alongside the thought that the richness and fullness of a life well-lived is defined by one's view of self-expression.
The "Drive-in" commercial features "Jailhouse Rock," a song made famous by Elvis Presley. The song was released in 1957, the same year as the introduction of the Fiat 500 in Europe. "Drive-in" introduces the concept of how compact vehicles can be strong, beautiful and simple.
To begin, print ads will feature the following lines:
• Form & Function meet. And begin a torrid affair
• Bigger isn't better. It's just harder to park.
• Life's newest simple pleasure.
• 139.6 inches. Every one tells a story.
• On a scale from 1 to 10, it's a 500.
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