DMB&B in pounds 4m Fiat Seicento launch

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 market.

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

market.



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

football.



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

Mooney.



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