D’Arcy plays on family theme for Fiat

D’Arcy is pushing the family theme in its new ad for the Fiat Brava Trofeo, part of a pounds 20 million pan-European TV and press campaign.

D’Arcy is pushing the family theme in its new ad for the Fiat Brava

Trofeo, part of a pounds 20 million pan-European TV and press

campaign.



The commercial, which is the first pan-European ad for Fiat developed by

D’Arcy in London, highlights several of the car’s standard features,

such as electric side mirrors, a CD player and its ABS breaks. The

endline is: ’The only thing we didn’t put in is a family.’



The ad, which has no dialogue, is set to the blues tune Rubber

biscuit.



A family, complete with tortoise, is seen getting into a car and going

off on holiday in a characteristically chaotic fashion. Rapidly changing

scenes and confusing camera angles add to the chaotic atmosphere.



As the car drives along, the standard features are highlighted. The

mother is handing out cartons of fruit juice when she realises she has

one too many. The car uses its ABS breaks to do a rapid about-turn and

pick up what turns out to be a forgotten child, sitting abandoned on the

family’s driveway.



The ad was written by Angus Macadam and art directed by Paul Jordan. It

was directed by Andy Lambert through Spectre Films. The pounds 6 million

media planning and buying account in the UK is being handled by

MediaVest.



Daniel Taylor, a board account director at D’Arcy, said: ’As in all our

Fiat ads, we wanted to touch on a human insight about real life and what

goes on in cars. ’Have we got everyone?’ is often said in large chaotic

families no matter where they live. This takes that thought to its

logical conclusion.’



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