Fiat has come up with a lot of great commercials for the 500 since its revival, but they also tend to push the envelope every once in a while. This Fiat 500e ad is a good example. Now they are teasing a new print ad campaign called “Body Paint,” which again seems a bit too weird.
Of course for Fiat it is very relevant, seeing as the Body Paint ad is going to debut in this year’s annual ESPN The Magazine’s Body Issue. It features more than a dozen female artists, models and contortionists to recreate the image of a Fiat 500 Abarth Cabrio.
The ad is certainly artistic, but you could say it is a bit inappropriate in places – the front bumper, for example.
“‘Body Paint’ allowed us to take part in a unique collaboration with a multinational sports company that connects the FIAT brand with sports and car enthusiasts across the globe,” said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC, and Fiat Group Automobiles Head of Fiat Brand.
“Our ideal execution is when a client creates an ad that works so well within the context of our environment,” said Eric Johnson, ESPN executive vice president, multimedia sales. “Not only is this a creative win, it thematically ties in perfectly with ESPN The Magazine’s annual Body Issue.”