The idea of the new campaign is to play with the ‘virginity’ of drivers who have never driven vehicles like the new Pulse and Fastback
New Fiat commercial addresses the excitement of driving a hybrid car for the first time. Set to the sound of Madonna’s song ‘like a virgin’, the commercial shows the excitement of drivers as they ‘lose their virginity’ behind the wheel of the new Pulse and Fastback equipped with the T200 Hybrid engine.
With the motto “your first time in a hybrid has everything to be a Fiat”, the campaign created by Leo Burnett shows drivers as young people dazzled by the possibility of experiencing something very special for the first time.
The promotion will also include actions in streaming, digital media and OOH. Personalities such as Ingrid Guimarães, Monica Martelli, Marcelo Novaes and Pedro Novaes were also invited to share stories that reinforce the idea that Fiat hybrids are the smart and fun choice for those looking for their first experience with this technology.
“In an uncomplicated and fun way that has everything to do with Fiat’s positioning, we invite the public to learn more about hybrid technology, which is very much in line with our mission of offering cleaner, safer and more accessible mobility”, he states. Frederico Battaglia, vice president of marketing and brand communications at Stellantis for South America.
