In a new campaign, Fiat unveils that it is ending production of its grey cars to gear towards a more colorful angle. The Italian automaker embraces a vibrant theme and aims to capture the picturesque scenes of its heritage and its coastlines. Italy is a captivating and charming country and Fiat is using its cars to really capture the country’s true bright tones. In the campaign, the stunt elevates a grey car with the CEO of Fiat, Olivier Francois seated inside to 50 feet in the air as it then becomes submerged in a can of orange paint.
Olivier Francois explains that “We broke the rules: we decided to stop the production of Fiat gray cars. This is challenging and disruptive, aimed at further strengthening Fiat’s position as the brand of joy, colors, and optimism. Italy is the country of colors, and starting today, Fiat’s cars will reflect that too. This choice communicates the new Dolce Vita values and the Italian DNA embodied by the brand. Fiat wants to inspire people to live with optimism and positivity, and this will also be one of the missions of the new Fiat 600e, the electric car for families and friends.”
Image Credit: Fiat
