Fiat Chrysler Automobiles is promoting the return of the Fiat 124 Spyder with an online campaign featuring two videos from two different ad agencies.
The vehicle is
returning nearly 50 years after its original introduction; the revival of the roadster continues the expansion of the Fiat brand in North America. The two videos are running online across Fiat
brand’s digital and social channels, including FiatUSA.com, YouTube, Facebook, Twitter and Instagram.
The “Free Like a Bird” video from FCB Chicago was filmed by a white-tailed eagle and includes
music “Free Like A Bird” featuring Wyclef Jean. “No Blue Pill Needed,” from Doner, celebrates the return of the Fiat 124 Spider and
is a follow-up to Fiat brand’s award-winning “Blue Pill” video.
“Free Like a Bird” was filmed by an eagle in-flight through the mountains of Palinuro,
Italy. The 1:22-minute video begins with a bird's-eye view of a couple traveling through the Italian mountains in an all-new 2017 Fiat 124 Spider. With a nod to the car model's heritage, a
classic 1967 roadster passes by the all-new 2017 Fiat 124 Spider, before revealing the bird's-eye footage is being filmed by an eagle.
Fiat worked closely with FREEDOM, a conservation movement that supports and protects threatened birds of prey.
“Our creative mindset is to always innovate. ‘Free
Like a Bird’ is the first commercial ever filmed by an eagle and this distinctive approach demanded music that was equally compelling to serve as the backdrop for the image, and Wyclef Jean
enthusiastically jumped at the opportunity, creating a track that is likely to be another chart topper,” said Olivier Francois, chief marketing officer, FCA–global, in a release.
In
“No Blue Pill Needed,” after finding his bottle of blue pills empty, an elderly gentleman (Nini Salerno, with Adele Pandolfi reprising their roles from “Blue Pill,”) spies the
all-new 2017 Fiat 124 Spider outside his window and uses it to race away to get more. Along the drive, set to the music “Papa Loves Mambo,” he discovers that his pills are no longer
needed. He returns home to his wife and proudly announces that “we’re back,” a nod to the Fiat 124 Spider’s return to America.
Supplementary social content will
be posted across the Fiat social channels with the hashtag #NoBluePillNeeded.
“No Blue Pill Needed” leverages the strength of the original award-wining 'Blue Pill,' which has over
30 million views on YouTube, Francois says.
“Allowing our followers to act as a sound board for our campaigns has proven successful for the brand in the past,” he says.
“Posting longer-form versions of both videos -– which first appeared during the reveal of the Fiat 124 Spider at the Geneva auto show and L.A. auto show, respectively -- across the
Fiat brand’s digital and social channels gives us the opportunity to see the fans' reactions to both and inspire our decision when it comes time to select the official television
campaign.”