Fiat
— Italy in America
A 360° campaign to introduce FIAT’s first-ever, all-electric vehicle in the U.S.
Overview
This integrated campaign centers around a 60-second Hero spot (directed by Spike Lee) with 10+ unique vignettes spanning across FIAT’s social media channels. Each piece of creative was designed to perform on specific platforms, reaching our audience from every angle while extending the campaign through spring, summer, and into fall.
Our key objective – How do we honor the Italian roots of a 125 year-old brand, in a way that feels culturally relevant to an American audience?
Hero Spot: Italy in America
We cast Giancarlo Esposito, who represents the marriage between Italy and America — literally.
With an African-American mother and an Italian father, Giancarlo Esposito was perfect to introduce the Italian way of life to America.
In the passenger seat, we had his long time friend, Spike Lee, a legendary director well known for exploring how Italian and American culture overlap.
Campaign Teaser
This is the first time Spike and Giancarlo have appeared together in a national advertising campaign, 35 years after working together on Spike Lee’s “Do The Right Thing.” Together, they were a perfect vehicle for driving FIAT’s new “Italy in America” campaign.
Being Italian isn’t about where you’re from, it’s about what you value.
Playing off their natural chemistry, we created a series of social vignettes following Spike’s journey towards embracing his own hidden Italiano through the features of the car.
1 / Elettrica - Giancarlo schools Spike in the Italian pronunciation of “electric”
2 / A Car That Listens - Spike and Giancarlo discover the joy of integrated voice command in the FIAT 500e.
3 / Where Are You - Tapping into Giancarlo’s opera skills while exploring the space emulation feature in the FIAT 500e's premium sound system.
We used social to our advantage tailoring each video to their designated platforms – using collab posts to expand our reach, carousels to leverage best practices, integrated supers for Tiktok, and numerous other considerations.
Humanizing a streaming service through the voices of music’s top artists.
His name is James, LeBron James and he knows his way around tequila.