Fiat Fastback Campaign | A Leap for SUVs with Italian Flair | Clapboard

Jump

Description

Jump is an exhilarating integrated campaign launched in Italy in December 2022 to introduce Fiat's most significant product in recent years, the Fastback. Created by Leo Burnett Tailor Made, this cinematic film campaign elevates the automotive category with its bold concept: "A small step for humanity. A giant leap for SUVs." As a mezzo Brazilian, half Italian brand, Fiat collaborated closely with the agency to craft a grandiose narrative that feels tailor-made for the silver screen, capturing the breakthrough nature of the Fastback. Showcasing a sporty model powered by a 185 HP turbo engine, the campaign highlights key differentiators such as the SUV Coupe design, the largest trunk space in its category, and turbo engines standard across the range. Frederico Battaglia, CMO at Stellantis South America, emphasizes that the campaign's cinematographic production was designed to create a powerful impact across multiple channels while clearly communicating the vehicle's enhanced performance and value proposition. Adding a culturally resonant layer, the film's soundtrack features the VOLARE PARISH VERSION, a modern reinterpretation of the iconic Italian classic "Nel Blu Dipinto Di Blu (Volare)," originally composed by Domenico Modugno and Francesco Migliacci. This new bold arrangement, produced by ANtfood, not only pays homage to Fiat's Italian roots but also enriches the campaign’s dynamic and energetic tone, perfectly complementing the adrenaline-fueled action unfolding on screen. Overall, Jump sets a new benchmark in automotive advertising by seamlessly blending high-impact visuals, emotive music, and a compelling product story to position the Fiat Fastback as a revolutionary leap forward within the SUV segment.

Credits

Client

FIAT

Agency

Leo Burnett Tailor Made

Title

Jump

Product

Fiat Fastback

Advertiser

Fiat

Cco

Marcelo Reis

Creative Vp

Pedro Utzeri, Vinicius Stanzione

Creative Director

Bruno Godinho

Copywriter

Fabio Nagano

Art Director

Felipe Massis, Andres Zarza, Marco Vinicius

Digital Creative

Fabio Nagano, Felipe Massis

Content Director

Andreza Aguiar

Content

Tamires Soares, Karla Lima, Henrique Xavier, Gabriel Ribas, Vinicius Serafim, Pablo Cruz, Bárbara Jadeh

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