Leo Burnett’s new Fiat Stilo TV commercial aired on Thursday 10 July in a £2.5 million TV burst. The UK ad has been written to communicate the remarkable level of useful equipment available in the Fiat Stilo range.
In the commercial, a businessman is seen getting in to his Stilo. The soundtrack to the commercial is The Good Life sung by Tony Bennett, which was selected to reflect the tranquil, pleasurable feeling our man has when he’s driving the car. He settles in to his Stilo, opens the Sky Window, and immediately starts to relax.
The driver then pulls out of a tight parking space with the ease afforded him by Dualdrive power steering.
During his drive to the office, the viewing audience is made aware of other important features of the Stilo – premium digital stereo, six airbags, ABS and ESP.
Having parked his car, the businessman is still enjoying a sense of contentment from his relaxing journey as he approaches the office doors. It then becomes clear that his expectations of the world around him have been raised because of the experience he has just had. He stands, patiently, at the entrance as if he expects someone to open the doors for him. In the background, another businessman is seen walking up to the doors and going through. The Stilo driver follows.
The film then cuts to a shot of the Stilo in the office car park, and the endline: Fiat Stilo. Get used to the good life.
The 30-second commercial will run as a ‘top and tail’ with a 10-second cut-down, promoting the Fiat Stilo range from just £8995 OTR.
The campaign was written by Trevor Webb and Stephen Campbell, and was directed by Paul Goldman through 2AM Films. All media was planned and bought by MediaVest.Published 11 July 2003