DMB&B is supporting Fiat’s special summer air conditioning offer
with a new commercial which also aims to raise the brand’s profile in
the build-up to August registrations - the peak selling season for cars
in the UK.
The commercial features a roadside flowerseller on a blazing hot day in
Italy. Sitting by the road with no shade or protection, he becomes
increasingly uncomfortable. His hand-held fan stops working and the only
relief he gets from the hot sun is when a couple in a passing Fiat slow
down to buy some flowers, winding down a window and releasing some cool
The pounds 1 coin they give him in exchange for the hot, wilted flowers
is freezing cold from having been in the air conditioned car.
As the couple drives off through the countryside, the flower seller
relaxes back on his stool, passing the cool coin over his face and
enjoying a brief respite from the baking hot day.
Fiat is offering air conditioning for just pounds 1 in all new Fiat cars
from early June. The offer is available on the Fiat Bravo, the Brava,
the Marea and the Marea Weekend.
Barry Cook, DMB&B’s managing director, said: ’Air conditioning for a
cool pounds 1 is a fantastic offer and it has enabled us to develop an
unusual and charming ad.’
The ad was written by Steve Boswell and art directed by Steve
It was directed by Pat Holden through Stark Films, with media planning
and buying through MediaVest.