Fiat, the giant Italian automobile company, made a re-entry into the North American markets in 2011 after a gap of 25 years. It chose Fiat 500, a very popular compact car with 2 doors as the launch vehicle. The company faced a tough time as it had to compete against the likes of Ford, GM, Toyota, Honda, Volkswagen, and many other big auto companies. Fiat needed a solid publicity campaign to catch the attention of the people, especially the American youngsters. It hired the services of Impatto, a Michigan based marketing agency to do the needful in this regard. Imaptto Fiat partnership began at this time and is continuing till date.
Fiat 500 was a very popular car and it was being produced by Fiat since 1957. It was a small and zippy car that gave a solid performance on the road and a good mileage also. However, Fiat wanted to take no chances with the American public and so it wanted Impatto to strike an emotional chord in the minds of the American people. If you have not seen Impatto Fiat ad that created a buzz surrounding this new car launched by the company, you can see it on YouTube. This TV commercial begins with a scene where one can see Fiat 500 going to a drive in Movie Theater. It is 1957 and audience suddenly sees Elvis Presley, the rock and Roll king, singing his very popular 1957 song Jailbreak House. It is an effort to use the youth icon of America as a symbol for Fiat 500. A voice in the background says that a revolutionary comes along every once in a while. Soon, the new model of Fiat 500 makes its appearance on the scene.
This TV commercial from Impatto paved the way for success of Fiat cars in the USA.