Fiat 500L The Motherhood
The Challenge
The Fiat 500L represented Fiat’s first serious foray into the family car market for several years. The challenge was to create some pre-launch buzz and get the car noticed, particularly by mums, on a limited budget.
The Leap
From perfect world to real world
The Solution
After running a series of ‘car clinics’ we realised mums felt car ads didn’t reflect the real picture of everyday life, just the dream (and too often the male dream).
So we decided to tell the truth. To represent mum as she really is. We created a no holds barred online film that celebrated all things mum, in the form of a razor sharp rap.
The Result
The Guardian described the work as ‘an assault on the familiar, the relentlessly bloody upscale tone of the average car ad… The Fiat 500L mum is right for us, in her photogenically haggard way, there’s something aspirational to her after all’.
4.8m views
Most viewed ad globally
Helped convert 191 pre-orders, delivering £2.5m of revenue.
