Irresistible music, dreamlike atmospheres and games of seduction. These are the ingredients of the communication project kicked off in Geneva featuring Sting and Shaggy and the single Just One Lifetime from their 2019 Grammy Award winning album 44/876 and dedicated to the 120 years of the Fiat brand. After the success of the first advert dedicated to the 500 “120th” family, today the three key elements – music, dreams and seduction – are back with a different balance in the new advert that accompanies the launch of new top-of-the-range versions 500 Star and 500 Rockstar.
The advert starts with the young woman who starred the first commercial featuring Sting and Shaggy getting into her smart and stylish 500 Star. Driving through the sunny streets of Barcelona she plays the song Just One Lifetime on Apple CarPlay from Apple Music, a streaming service with over 50 million songs ad-free to complement the BeatsAudio** premium sound system. Customers will also get up to six months free of Apple Music when they purchase a new Star or Rockstar.
While the song is playing in the car, she receives an invitation from a friend to meet. To listen to the message, she uses Siri on Apple CarPlay to read the text message for her to stay focused on the road. She is about to reply when in the rearview mirror she spots her friend at the wheel of a bold 500 Rockstar, the sportier version of the model. They start a seductive pursuit through the streets and then on the bends of the hills. The music becomes more prominent and the duo is so engaged in driving that they do not realise that they passed Sting and Shaggy chatting on the curb.
Shortly afterwards, while the sun is setting on the horizon, the couple reach an astronomical observatory on the top of the hill. Once inside, she approaches the telescope and is amazed to see our music “stars” Sting and Shaggy as astronauts in spacesuits floating in space. The night, the dreamlike atmosphere and the irony of the two artists are back, tottering again between dreams and reality.
What is real is the launch of the new Fiat 500 line-up, which today is being complemented by the two new top-of-range versions, Star and Rockstar, which are more stylish and sportier and at the same time.
The advert, created by the Leo Burnet Creative Agency with media planning by Starcom, was filmed on location in Barcelona. Sting and Shaggy’s single Just One Lifetime is an integral part of the exclusive “120 Years of Songs” playlist only on Apple Music to celebrate the 120th anniversary of Fiat through 120 songs of different countries and ages, including the soundtrack of some of Fiat’s most successful advertising campaigns, like Freedom by Pharrell Williams, On An Evening in Roma by Michael Bublé and Dynamite by Nicky Blitz.
**New Apple Music subscribers will receive six months free. Buyers already subscribed to Apple Music will receive three months free. The regulation is available on https://www.fiat.it/**BeatsAudio is available on request.