Fiat has rolled out an introspective 90-second video for its new Panda compact car, Monday aimed at tapping into the austerity zeitgeist.
Fiat's latest commercial is modelled on a 2011 ad for its Chrysler subsidiary starring rapper Eminem, which captured hearts and viewers when it was played at the Superbowl, one of US television's biggest events.
Like the gritty “Made in Detroit” ad which has collected 14 million YouTube views with its emotional storyline of a US auto industry struggling to get back on its feet, the Panda ad showcases Fiat's controversial plan to make its factories more competitive during Italy's current financial crisis.
The Italian-language ad is set at Fiat's Pomigliano car factory near Naples, one of Italy's poorest areas and its themes mirror the challenges faced by prime minister Mario Monti's government as it begins talks about reforming a rigid labour market, a key part of Monti's “Save Italy” program designed to rescue the country from a European debt crisis.
The ad plays more like a political manifesto than a TV spot selling cars, but has been created for the launch of the new Panda across Italian dealers this week. The new car competes with Volkswagen's snappy Up!, the German firm's entry into the tiny citycar segment. “We can choose which Italy to be,” says the ad. “It's time to decide whether we want to be ourselves, or to be what others think we are.”