Everday Masterpieces!

I saw the new launch ad for the new Fiat 500 last night, quite possibly during the break while I was watching Harry Hill's TV Burp! This car looks amazing and I know it's a tricky thing when an old car relaunches a modern model - it's got to be punchy and relevant. This has got clout! The Fiat Punto ad I commented on a few months ago tries to be like this, with old 'Italian Job' cliched spark, but it just didn't work. This does.

The idea behind the Fiat 500's launch is about glorifying the everyday, which is summed up in the strapline 'Everyday Masterpieces'. The positioning of this car in the market as a modern, but familiar vehicle is abundantly clear, as is the audience. This car is for the young spritely 20/30-somethings, who are looking for a reliably stylish and modern version of a classic, something for everyday but something special. In a world of new Minis and VW Beetles, I think that in the Fiat 500 being strategically obvious, works to its advantage.

I like the ad's cleverness. In juxtaposing everyday objects with the Fiat 500, you not only see that it's down to earth, but that it has a traditional and purposeful nature, which harks back to the original model. Also, the detail of this ad impressed me. The launch date of the car was yesterday, January 21st and tucked away in the ad was a calender featuring 'today's date', January 21st. It was a really nice touch, fitting in executionally.

I also admire the Fiat website's Fiat 500 content, featuring spokesperson Danny Wallace, taking you through his everyday masterpieces. Danny Wallace is a great face for this campaign, as he clearly affiliates with the young, urbanite youth that the car aims to target. Plus, this nifty content isn't hived off onto a pointless micro-site!