“July Forever”: the new Fiat 500 Dolcevita
Elegance and carefreeness. These are the ingredients of the new communication campaign dedicated to the exclusive 500 Dolcevita, launched on 4th July.
Fiat has launched it’s advert for the chic new 500 Dolcevita, the exclusive special edition that pays tribute to the carefree sixties and the Italian glamour that combines the excellence of Made in Italy, such as fashion and design, with the pleasure of everyday life. The 500 is one of the best known symbols in the world, and embodies Italy’s identity and charm.
The TV spot is set in summer, on the Italian Riviera of the sixties. It opens with a young couple aboard a 500C Dolcevita as it parades through the streets of a refined seaside resort. Elegant ladies with big white- and blue-striped hats cross the streets of the centre, while the tourists enjoy the summer sun seated in the dehors and under umbrellas, also with horizontal stripes, the colours of which are reflected in the soft top on the new special edition. It is the first time that the 500 convertible has a soft top with horizontal white and blue stripes, a refined new feature to celebrate the tenth anniversary of the convertible version. These “brushstrokes” of colour, hinting at white sands and blue seas, are created by simultaneously weaving the blue and white threads to achieve a fresh “jeans” effect, with red thread for the “500” logo, which is the exclusive signature of the 500 Dolcevita.
The 500 Dolcevita continues its journey. A child with an inflatable dolphin under its arm follows them to the pier, where the protagonists stop, close the soft top and observe the surrounding view, entranced by it. But all of a sudden everything changes from dream to reality, from the summer of the sixties to that of the present day. The 500 Dolcevita thereby makes it possible to relive one of those July days in that carefree period, which in the collective imagination is represented by the years of Fellini’s Dolce Vita. The journey is accompanied by the soundtrack of the time, “Luglio” by Riccardo Del Turco, rearranged specially for the spot.
Made by the creative agency Leo Burnett and planned by Starcom, the communications campaign is distributed on TV, web, radio, print and posters. The spot was directed by Rodrigo Saavedra for the production company Think Cattleya.
And those things that the spot evoked have been experienced in recent days, when the new special edition was at the centre of a tour of locations that symbolise the “Dolce Vita”: from Cannes to Portofino, from Forte dei Marmi to Rome, where on 4 July it celebrated the 62nd anniversary of the iconic 500 in front of the Trevi Fountain. And the first to offer their best wishes on the night between the 3rd and the 4th of July were the Mirafiori employees and 500 owners who, with their hero, arranged their cars to form the words “HAPPY BIRTHDAY 500” on the roof of the Lingotto in Turin. So, it was a special anniversary for the Fiat 500, which is the European leader in the city car segment and has been the best-selling FCA car for two years.