Fiat500byGucci launches JCDecaux's Marylebone Tower

Fiat, the car manufacturer, has signed a deal to promote its new collaboration with designer Gucci, the Fiat500byGucci, on JCDecaux's new large-format tower next to the Marylebone flyover.

JCDecaux: Marylebone Tower with debut Fiat 500byGucci ad
JCDecaux: Marylebone Tower with debut Fiat 500byGucci ad

The Marylebone Tower is the only outdoor site to be used for a wider campaign, booked by WPP agencies Maxus and Kinetic, using press titles such as Vogue, Harpers, Elle, and Esquire, and the websites of GQ, Vogue and Marie Claire.

The ad, adapted by Krow, shows a sultry model draped over the car. The car is available in black with glitter, or white with glitter, and can be bought online or from selected dealerships.

Elena Bernardelli, marketing director at Fiat Group Automobiles UK, said: "The Marylebone Tower was the perfect choice for the Fiat 500byGucci launch as it is a new, premium site in central London, which is a must for our media schedule."

The large portrait outdoor site is lit around the edges for maximum impact. A spokesman for JCDecaux said it would deliver a million impacts every two weeks, according to the Department of Transport.

Spencer Berwin, JCDecaux's managing director, sales, said: "We are delighted to have Fiat as our launch advertiser on the Marylebone Tower – a site that is ideal for premium brands wanting to reach an affluent audience.

"The Marylebone Tower is an exceptional site – it was booked for the Olympic period before it was even built, it’s in the West End, a mile from Oxford Street and is the most central advertising tower in the capital."


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published