'Don't Stop Me, Baby' Is The Claim In The New Panda 4x4 TV Commercial

The new claim 'Don't stop me, baby' is the signature to the campaign created for the European launch of the Panda 4X4, the off-road version of the 'Car of the Year 2004' winning city car. An award-winning car that now offers even more choice, and for which an original, dynamic message has been created, in which even the most unpredictable of conditions become a great excuse to show off the car's extraordinary capabilities.

The advertisement, set in a European city, starts with a cat chased by a dog, which is in turn chased by its owner, as he tries to stop the dangerously unravelling lead. This little ruckus sets off a chain of events involving two youths on skateboards, the patrons of a café and an unwitting individual playing pool. The pool player misses a shot, sending the ball into the air and shattering one of the windows of the bar. The ball continues straight into the cab of a truck parked by the side of a worksite. The ball ends its astonishing flight exactly on the button that tips the back of the truck, spilling a mountain of earth on the road.

In that precise instant, a garage door opens, revealing a young couple about to get into a Panda 4X4. The pair look on in amazement at the scene. So life is full of unpredictable events? Great! The pair exchange a knowing glance, and the fun begins. The car tackles the enormous obstacle with the style of a true champion, and comes to a standstill in front of the dog, just as its owner regains control. This hilarious series of events is underscored by a soundtrack as gravelly and dynamic as the Panda 4x4 itself: a new arrangement of the song 'Can't take my eyes off of you' sung by Mina.

The advertisement will be broadcast in Italy from September 26 on the Rai, Mediaset, MTV, All Music and Sportitalia channels, and later in other European countries. A press campaign, subdivided into three different subjects, will also show our car as it deals with little unforeseen events.

The advertisement, developed under the supervision and coordination of FCC (Fiat Coordination Center) - an organisation created by Leo Burnett Worldwide, the company responsible for Fiat communication on an international scale - is the result of a creative project involving the European Leo Burnett agencies, which selected the concept proposed by Burnett Bgs.

Published 14 September 2004 Melanie Carter

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