Spike Lee directs new Fiat 500 commercial
It’s Italy in America for the new Fiat 500 commercial starring Giancarlo Esposito. Half Italian Esposito helps filmmaker and his friend Spike Lee find his inner Italian as they discover the dolce vita of their urban commute in the 2024 Fiat 500e. The 60 second online commercial was filmed by Academy-Award nominated cinematographer Matthew Libatique (Maestro) and made its debut on 1 May.
“As the all-new, all-electric 2024 Fiat 500e returns to America's shores as the first BEV from Stellantis, it marks the beginning for the brand’s sustainability mission in the U.S. by delivering what an electric car should be: lightweight, stylish, efficient and with enough range for weekly city commutes,” said Olivier Francois, global chief marketing officer for Stellantis . “The all-electric Fiat 500e captures the essence of the Italian lifestyle. This new campaign brings together an iconic duo of diverse heritage, legendary Brooklyn director Spike Lee and actor Giancarlo Esposito, who shares the virtues of his Italian ancestry with Spike to show him that La Dolce Vita can be found even far beyond Italy’s borders.”
With experience working with each other over 40 years on projects such as School daze, Do the Right Thing, Mo’ better Blues and Malcolm X, Lee and Esposito stepped into a familiar step with this commercial. Largely unscripted, the duo embrace little elements of Italy along their journey. Esposito, who is half Italian, encourage Lee to share in his Italian heritage, enjoying gelato and the finer fashions of the region. Whilst initially he expresses some resistance to stepping out of his Americanisms, Lee eventually taps into his “inner Italian”.
The campaign Italy in America was initially teased across social media, and now with the 60 second spot launched online, the content starring Lee and Esposito will take over the brand’s social media channels as well as across all platforms. Additional shorter spots include Where Are You, a highlight if the vehicles immersive JBL Virtual Venues audio technology, shown off with an operatic selection by Andrea Bocelli, Ellettrica to explain the energy efficiency of the electric car, Bigger Is…Bigger, a play on the American bigger is better which doesn’t always work when parking in the city, Why They Gave The Car Eyes displaying the radar and camera feature allowing for easy parking and surrounding awareness, A Car That Listens highlighting the Hey Fiat voice recognition, A Car That Can Sing appreciating the hum of the pedestrian Acoustic Vehicle Alerting System (AVAS), Too Italian where Lee embraces his newfound Italian fashion whilst also describing the car, and Italian Seats, a moment where the duo enjoy some gelato together while avoiding dirtying the eco-leather seats of the vehicle.
Images courtesy of Fiat
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