Leo Burnett Italy has rolled out a campaign for Fiat’s crossover vehicle, the 500X. Titled “New 500X–A Taste of Tomorrow, Today,” the work is inspired by the film Back to the future.
Centerpiece of the campaign is this short directed by Ago Panini for the Movie Magic production company. The film is set in a ‘60s’ Italian city, where a young couple are riding in a D series Fiat 600 along streets lined with the shops, passers-by and cars of the period. We are viewing the origins of the Italian design and manufacturing excellence which was soon to conquer the world. Suddenly, a lightning bolt strikes the car and projects it into the future, which is our present, transforming it into the New 500X.
The leap through time amazes the young couple who soon warm up to their “taste of tomorrow”. Through some thrilling situations, the young people discover the driving assist systems that make any journey in the New 500X a unique, comfortable, safe, fun experience–an experience reinforced by the new family of small Turbo petrol engines that deliver brilliant performances and an outstanding ride. The couple are also fascinated by the Uconnect 7” HD LIVE system, which provides satellite navigation and connectivity: truly another world. All contained in a crossover with completely renewed styling that still retains its distinctive, iconic character, featuring the new Full Led headlights for greater visibility and safety.
The short ends with the young couple returning to their own time, still on board the New 500X. At the end of their extraordinary journey is a cameo of American actor Christopher Lloyd playing the part of a smug and original traffic warden.
CreditsClient Fiat Agency Leo Burnett Italy Alessandro Antonini, Selmi Barissever, Lorenzo Crespi, executive creative directors; Elsa Tomassetti, copywriter; Giuseppe Campisi, art director; Riccardo Biancorosso, head of TV department; Francesca Bocci, TV producer. Production Movie Magic Ago Panini, director; Chicco Mazzini, exec producer. Postproduction Xchanges Andrea Vertone, editor. Audio Post DiscToDisc
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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