Fiat Chrysler has launched a new marketing campaign for the Fiat 500X entitled ‘A Whole New Way To Look At Fiat.’ The campaign, which will consist of six different ad spots in total, will air on TV and feature across FCA’s various social media pages.
Two of the spots in the campaign, “Dollhouse” and “Not a Toy Car”, turn attention towards the 500X’s cargo space using forced perspective camera angles. FCA used a split screen effect in the “Two for One” ad to highlight the car’s capability, while its go-anywhere spirit was promoted with “Take it for a Spin,” which was shot entirely on a GoPro camera.
“We needed to change the conversation and do a fundamental shift in strategy to highlight the specific attributes of the Fiat 500X crossover, including its larger size and 4×4 capability of the model,” said FCA Chief Marketing Officer Olivier Francois. “Provoking people to see Fiat in a new and fresh way achieved through creative techniques not used before in car advertising is also a reflection of our philosophy – do things different to stand out. And do them in a way that makes a meaningful difference.”
A sixth ad will debut in late-August, Fiat said. In the meantime, check out “Take it for a Spin,” embedded above and be sure to check out the rest of the ads on FCA’s YouTube page.