Kite - FIAT | Clapboard Ad Archive

The FIAT Kite campaign from 2019, crafted by Leo Burnett for the Brazilian market, positions the Novo Fiat Toro 2020 as a vehicle that masterfully blends rugged strength with refined agility, using a visually arresting metaphor that unfolds across both land and sky. Set in Maricá, Rio de Janeiro, the campaign stages a dual contest: on the ground, cars battle through challenging terrain, while above, kites powered by the Fiat Toro engage in an escalating aerial competition where a small fish kite is overtaken by a shark kite, only to be ultimately defeated by a gigantic sushiman kite. This cinematic allegory encapsulates the Toro’s core attributes—its one-ton load capacity, 4x4 traction, and advanced 7-inch multimedia system with Android Auto and Apple CarPlay—without resorting to direct product demonstration. Instead, the campaign employs what Clapboard’s taxonomy identifies as FORMAT#9—Symbolize the Benefit—using exaggerated visuals to dramatize the vehicle’s dominance and versatility. The contrast between the terrestrial race and the playful kite battle cleverly communicates the Toro’s ability to navigate demanding work conditions with both power and aesthetic lightness, appealing to Brazilian consumers who seek a pickup that delivers toughness without compromising style or technology. By filming in the vibrant and culturally resonant setting of Maricá, the campaign grounds the brand in a real, relatable context that reinforces FIAT’s regional relevance and commitment to innovation in the automotive category. The playful yet potent symbolism of the kites—not only entertaining but also clearly representative of the vehicle’s capacity to outperform competitors and challenges—positions the Fiat Toro as a lifestyle enabler as much as a workhorse, resonating with urban and semi-urban buyers who prioritize multifunctionality and modernity. The campaign earns 71/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how automotive advertising can transcend literal product features through imaginative storytelling that connects technical capability with cultural texture and aspirational identity.