Leonardo DiCaprio plugs into the wheel of the Fiat 500

To sell the benefits of the new Fiat 500, the Italian brand has seen fit to trust a “celebrity” of many carats: the Oscar-winning actor Leonardo DiCaprio.

Fiat Leonardo DiCaprio

The automotive industry has been witnessing multiple disruptions in recent years. Electromobility, autonomous cars and sustainability have caused an earthquake of many degrees on the Richter scale in this branch of activity. And Fiat is one of the automakers most enthusiastically sinking their teeth into new mobility.

For this reason, the transalpine brand is now appealing to a better and more sustainable future with the launch of its first 100% electronic vehicle, the electric version of the legendary Fiat 500. And to sell the benefits of this new-batch vehicle, Fiat has seen fit to trust a “celebrity” of many carats: the Oscar-winning actor Leonardo Dicaprio.

“Welcome back, Future” is the motto with which Fiat has decided to present its first electric car in society, a vehicle with which the Italian car manufacturer wants to inspire people to take action with an eye toward a better future in which sustainable urban mobility plays a leading role.

That Fiat has decided to put DiCaprio at the wheel of the new Fiat 500 is, on the other hand, entirely credible, since the American interpreter is firmly committed to defending the environment.

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In the spot that constitutes the central axis of the new Fiat campaign, which will be launched throughout Europe and has been lit by the agency This Is Ideal, DiCaprio drives the new Fiat 500 through a city of futuristic hues where sustainability and environmental protection seem to be the norm.

“The Fiat 500 was never simply a car or a design icon. It has always been an interpretation of what modern mobility means and what it needs », explains Olivier François, president of Fiat. For this reason, in its new campaign, the transalpina brand imagines a future in which urban planning focuses on nature and people.

In the launch campaign of the new Fiat 50, the Stelllantis subsidiary has also partnered with three other traditional Italian brands (Giorgio Armani, Bvlgari and Kartell) for a better and more sustainable future

Together with Fiat, Giorgio Armani, Bvlgari and Kartell have developed three vehicle concepts in which sustainability is closely interconnected with Italian excellence in terms of ‘know-how’, creativity and innovation.

To paint your “Fiat 500 Never Too Much” Bvlgari used, for example, gold dust from the surplus generated in the manufacture of its jewelry.


Advertiser: Fiat
Agencia: This Is Ideal
Productora: Indiana Production
Director: James Gray.
Music. Flavio Ibba and Marco Gualdi (Red Rose Productions)

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