AUBURN
HILLS, Mich., May 1, 2024
/PRNewswire/ --
- Spike Lee directs and stars in
campaign with Giancarlo Esposito,
marking the iconic duo's first national advertising campaign
together
- Esposito helps Lee find his inner Italian as they discover how
their urban commute becomes more "dolce" in the all-electric 2024
Fiat 500e
- The marketing campaign debuts with a 60-second online spot,
"Italy in America," and will
include more than a dozen creative elements featuring the duo
across the FIAT brand's social media channels
- The campaign will run through spring and summer, extending into
fall
- The all-new, all-electric 2024 Fiat 500e, produced at the
historic Mirafiori factory in Turin,
Italy, is available now across FIAT North America
showrooms
- The all-new, all-electric 2024 Fiat 500e is Stellantis' first
battery-electric vehicle (BEV) in North
America, combining the love of an iconic brand with a
sustainable mission
Legendary director Spike
Lee and Emmy-nominated actor Giancarlo Esposito star in their first national
advertising campaign together for the all-new, all-electric 2024
Fiat 500e, the first battery-electric vehicle (BEV) in North America from Stellantis. The advertising
campaign, "Italy in America,"
directed by Spike Lee, launches
across social media and digital channels today, May 1.
"As the all-new, all-electric 2024 Fiat 500e
returns to America's shores as the first BEV from Stellantis, it
marks the beginning for the brand's sustainability mission in the
U.S. by delivering what an electric car should be: lightweight,
stylish, efficient and with enough range for weekly city commutes,"
said Olivier Francois, global chief
marketing officer, Stellantis. "The all-electric Fiat 500e captures
the essence of the Italian lifestyle. This new campaign brings
together an iconic duo of diverse heritage, legendary Brooklyn director Spike Lee and actor Giancarlo Esposito, who shares the virtues of
his Italian ancestry with Spike to show him that La Dolce Vita can
be found even far beyond Italy's
borders."
The campaign brings together Lee and
Esposito and is largely unscripted, allowing the two to act off
their innate chemistry and enduring friendship. In the campaign,
Esposito shares with Lee his Italian heritage and, together with
the Fiat 500e, Esposito helps Lee discover his "inner Italian."
Lee and Esposito have known and worked with each other for
more than 40 years, collaborating on numerous projects together,
including "School Daze," "Do The Right Thing," "Mo' Better Blues"
and "Malcolm X."
"Italy in America" was
recently teased across FIAT brand's social media channels. The
advertising campaign officially launches with its hero 60-second
spot, "Italy in America." In
addition to the launch spot, more than a dozen pieces of creative
content featuring Lee and Esposito will run across FIAT brand's
social media channels, extolling the virtues of the legendary 500
(cinquecento) in its newest and electric incarnation. Additional
spots include:
- "Where Are You?" - Esposito gets lost in the
immersive JBL Virtual Venues audio technology. Featuring four
venues hand-selected by Maestro Andrea Bocelli, the Virtual Venues
feature in the JBL premium sound system offers listeners a
virtual-reality audio experience that changes the acoustic
characteristics of the car depending on the chosen location,
transporting listeners to unique listening environments. Big things
come in small packages and the all-new Fiat 500e does not
disappoint with decibels of clarity. Listeners can now immerse
themselves in music like never before, "visiting" the following
venues:
- Giuseppe Verdi Opera House, Pisa – Feel the music in one of the most
iconic opera houses in the world, live as if you were front
row
- My Music Room – An intimate
musical experience that virtually places you directly in front of
your favorite artists
- My Recording Studio – Enjoy the pure acoustics of a virtual
space replicating Maestro Bocelli's own recording studio
- Open-Air Arena – Transport your listening experience to a
stadium or arena, with its unmistakable energy and acoustics
- "Elettrica" – It's not just electric … it's
"elettrica." It's not just the pronunciation
Esposito explains to Lee, it's "Italian electric," meaning it
is stylish, small, lightweight, efficient and environmentally
ethical
- "Bigger Is … Bigger" – Esposito shows how the
American mantra of "bigger is better" isn't always a benefit when
parking in the city
- "Why They Gave The Car Eyes" – Esposito explains
the Italian point-of-view when it comes to the Italian design of
the electric Fiat 500e's unique LED "eye" headlights and Level 2
autonomy radar and camera
- "A Car That Listens" - Esposito shows Lee the
beauty of the "Hey Fiat" voice recognition feature
- "A Car That Can Sing" - Esposito shares the joy of
the Fiat 500e's symphonic hum from its pedestrian Acoustic Vehicle
Alerting System (AVAS) system as it drives through city
streets
- "Too Italian" - Lee embraces his newfound Italian
fashion, which simultaneously also describes the Fiat 500e
- "Italian Seats" - While enjoying gelato together,
Esposito playfully tells Lee not to dirty up the eco-leather seats
of his Fiat 500e
FIAT is electrifying North
America with its sustainable mobility mission. The Fiat
(500e)RED signaled the first drop of the 2024 Fiat 500e collection.
Two additional products dropped last month: the 500e Inspired by
Music in Tuxedo Black exterior paint and the 500e Inspired by
Beauty in exclusive Rose Gold
exterior paint. An all-new, all-electric take on the FIAT brand's
most storied and iconic model, the two-door fully electric 500e,
the first BEV offering from Stellantis, is arriving now in U.S.
dealerships.
The BEV Experience
The lightest passenger BEV in the market, the 500e boasts an
estimated range of 149 miles (240 kilometers), enabled by a 42-kWh
battery with a Level 2 (11 kW) charge time of six hours. BEV
capability combined with quintessential design cues make it
unmistakably FIAT, with style and sustainability at its core.
The friendly, fun-to-drive Fiat 500e is exceptionally intuitive,
with no need for instructions. It even sings. Welcoming passengers
with a digital melody, the 500e sets the tone for an immersive
Italian experience. In addition, the AVAS "sings" to
pedestrians with a song titled "The Sound of 500," authored by
Flavio Ibba-Marco Gualdi. The exclusive melody provides a taste of
Italian culture during the first moments of every drive.
The "Italy in America" campaign
was created by the FIAT brand in partnership with Rosewood Creative
agency.
Product Drop
As part of its innovative marketing plan, FIAT is the first
automotive brand to incorporate a "product drop" strategy to create
buzz, cultivate customer loyalty and, ultimately, appeal. The
product drop strategy involves the creation of different variants
of the 500e to keep the vehicle fresh and interesting. Each model
will be "dropped," meaning released at a particular time in a
limited quantity, similar to successful initiatives carried out in
the fashion apparel industry.
FIAT Brand
FIAT brand celebrates 125 years as an automaker and some things
haven't changed. Iconic Italian design and refinement, plus a
fun-to-drive factor, come standard with every Fiat.
In early 2024, FIAT brand will launch the Fiat 500e, the
first Stellantis retail battery-electric vehicle offering in
North America and the best-selling
city EV in Europe.
FIAT is part of the portfolio of brands offered by leading
global automaker and mobility provider Stellantis. For
more information regarding Stellantis (NYSE: STLA), please
visit www.stellantis.com
Follow FIAT and company news and video on:
Company blog: http://blog.stellantisnorthamerica.com
Media website: http://media.stellantisnorthamerica.com
Fiat brand: www.fiatusa.com
Fiat blog: blog.fiatusa.com
Facebook: www.facebook.com/fiatusa
Instagram: www.instagram.com/fiatusa
Twitter: www.twitter.com/fiatusa or @StellantisNA
YouTube: www.youtube.com/fiatusa or
https://www.youtube.com/StellantisNA
View original content to download
multimedia:https://www.prnewswire.com/news-releases/spike-lee-and-giancarlo-esposito-find-italy-in-america-in-new-advertising-campaign-for-all-new-all-electric-fiat-500e-302133375.html
SOURCE Stellantis