Client: Fiat
Product: Fiat 500 Abarth
Length: 45 seconds
Title: Challenge The Ordinary

The commercial is based on the idea that Fiat 500 Abarth is a very unconventional car. It is small, but dynamic and fun to drive. That idea we want to show through the man who drives a Fiat 500 Abarth: An unconventional car for the unconventional person.

 

We will show a few scenes taken from the life of a young 25 year old man. The scenes are exaggerated and look surreal in order to show his unique individuality. It feels like Alice in Wonderland.

 

The commercial begins with the man entering a very stylish room. Then a sequence of extraordinary events starts to take place. He turns a painting on the wall upside down and a wave of water suddenly rushes out, leaving real water lily pads and flapping fish on the floor. He turns a light switch around and lights pop up from the carpet. He starts the engine and lights ignite on the dashboard of the Fiat 500 Abarth. As he drives away we can see his unusual house which looks like two identical houses connected one to another upside down. The design of the inside and outside of the house helps to set a surrealistic mood.

 

Our character lives alone in a big house. He is independent and focused on himself. His values are individual freedom and personal control. This man likes to be different, in fact he has different standards to most people. He is unique and unconventional, so are his possessions. He challenges the ordinary. That’s why he drives a Fiat 500 Abarth.