Fiat rolled out an thoughtful 90-second video for its new Panda minicar on the internet meant at tapping into the severity zeitgeist.The ad showcase Fiat's contentious plan to make its factory additional spirited during Italy's current monetary crisis.
It is set at Fiat's Pomigliano car plant near Naples, one of Italy's poorest areas. Fiat has just transfer Panda production to the place from its Tychy, Poland, factory. Shots of personnel assemble a car at Pomigliano are splice with scene of Naples-area without a job, underscore Fiat's plan to use 20 billion euros to modernize its Italian factories in swap for more flexible working conditions, such as shorter coffee breaks.
Workers at Pomigliano voted to believe those conditions.
The ad's themes mirror the challenges faced by Prime Minister Mario Monti's government as it begins talks about reform a rigid labor market, a key part of Monti's "Save Italy" agenda designed to rescue the country from a European debt crisis.
The Italian-language ad plays more like a political manifesto than a TV spot advertising cars, but has been created for the launch of the new Panda across Italian dealer this week.
"We can decide which Italy to be," says the ad, which in progress running on Italian television on Sunday. "It's time to make your mind up whether we want to be ourselves, or to be what others think we are."
The Fiat commercial is modelled on the gritty 2011 "Made in Detroit" ad for Chrysler starring rapper Eminem, which captured hearts and viewers when it was played at the Superbowl, one of U.S. television's biggest events.The ad which has collected 14 million YouTube views with its emotional storyline of a U.S. auto industry stressed to get back on its feet.
Fiat brand chief Olivier Francois was accountable for the award-winning Detroit ad. While Francois' advertising touch has proved sure in the past, Fiat's often bitter move violently to get unions on board with its efficiency drive has brought sharp disparagement in Italy.On Monday, truckers blocked roads throughout Italy and taxi drivers resume a strike as opposition mounted to government efforts to deregulate protected sectors of the economy.