“Follow that car” is a very common phrase in the film industry and is used mainly in chases, indicating a direction reference. Precisely with this concept, Fiat brings the new Toro campaign. After all, the pickup is a benchmark for the market. Created by the Leo Burnett Tailor Made agency, the film “Siga” premiered this Tuesday, April 18, during the halftime break of Jornal Nacional, from Rede Globo.
With the signature “Fiat Toro. In comparison, the others are left behind”, the film shows a series of pickup trucks following Toro. Something that is also reflected in the market, since the Fiat vehicle was a pioneer in its segment by debuting the SUP (Sport Utility Pick-up) concept seven years ago. Since then, the category has gained new models and has become even more competitive, but something has not changed: Toro remains number one in the segment.
Film
In cinematic language, the campaign alludes to action movies with typical car chase scenes. As Toro draws attention wherever it goes, people are impressed with its attributes and begin to follow it. Meanwhile, the video shows some differentials of the Fiat pickup compared to the others, such as a load capacity of up to 1 ton, Multilink suspension and 4×4 traction, in addition to the turbo diesel and turbo flex engines.
The campaign, which is produced by Saigon and S de Samba, debuts with a 30” film on free-to-air TV and digital pieces. Check out the movie:
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