IMPATTO Fiat 500 Ad: Instrumental behind Fiat 500 success

Fiat 500 was launched in the country in 2011. Fat had returned to the US after a gap of 25 years, and 500 was its launch vehicle in the country. The company desired to make a great impression on the minds of the people, especially the youth with its compact new car that looked cute. Fiat 500 was a zippy car that packed in a punch when it came to delivering power and mileage. Fiat gave the responsibility of making the ad before the launch of the vehicle to Impatto, the renowned marketing agency based in Michigan. IMPATTO Fiat 500 Ad was released in August 2011 and it soon captured the imagination of the people.

Impatto decided that the commercial of Fiat 500should be such that it relates with something or someone truly American. After a lot of brainstorming, Imaptto chose Elvis Presley; the youth icon of the 50’s to be symbolically related to the new model of car from Fiat. It wanted to suggest that Fiat 500 was a revolutionary new car that fulfilled the aspirations of the people just like Elvis Presley suddenly arrived on the scene way back in 1957.

You can watch IMPATTO Fiat 500 Ad on YouTube now. As the ad opens, you see original Fiat 500 moving into a drive in Movie Theater. You are then shown Elvis Presley singing his famous song Jailhouse Rock that was also released in 1957. The scene quickly changes to 2011 with the new Fiat 500 being shown in this TV commercial. The voice in the background says that every once in a while something comes along that is iconic in nature.  The allusion is definitely to Fiat 500 with Impatto comparing it with the legendary rock singer Elvis Presley. This IMPATTO Fiat 500 Ad was loved by the audience and it reflected on the high sales figures of Fiat 500 in the year 2011.