DMB&B launches the Fiat Seicento in the UK next week with a pounds
4 million TV, press and poster campaign aimed at a core female
Fiat’s original campaign for the Seicento, created by Leo Burnett, was
banned from the UK by the Broadcast Advertising Clearance Centre, which
feared it may encourage reckless driving (Campaign, 2 March). That ad,
which is running in ten European countries, features the car playing
The Italian car manufacturer picked DMB&B to create an alternative
campaign, which is based around the strapline: ’Be small again.’ The ads
illustrate the freedom a small car allows by taking consumers back to
the carefree days of childhood.
A 40-second launch commercial is set in a primary school in the 70s.
A redhead is restless in class and, when the bell rings, dodges through
the crowd out of the school gates.
In the closing sequence, the girl, now a grown woman driving a Seicento,
is dodging through the traffic to the sounds of Slade’s 70s hit, Cum on
Feel the Noize.
’We aim to highlight the pleasure of driving a small car by recalling
instances in childhood when being little and nippy was fun,’ Barry Cook,
DMB&B’s managing director, said.
MediaVest planned and bought the campaign, which was created by Mark
Waldron and Dave Godfree. The commercial was directed by Dominic Murphy
through Blink and the press and poster work was photographed by Simon