New Ad Campaign Offers Fresh Look at the 2016 Fiat 500X | Edmunds

New Ad Campaign Offers Fresh Look at the 2016 Fiat 500X


AUBURN HILLS, Michigan — A new television and online marketing campaign for the 2016 Fiat 500X gives car shoppers "A Whole New Way to Look at Fiat."

On sale now at Fiat dealerships, the 500X crossover competes against such models as the Honda HR-V, Kia Soul, Mini Cooper Countryman and Nissan Juke.

The idea behind the six videos in the campaign is to use a series of camera and production techniques to help viewers see the Fiat brand in a different light.

For example, two of the videos, "Dollhouse" and "Not a Toy Car," use a technique called forced perspective to emphasize that the 500X is bigger than it looks, with plenty of space for passengers and cargo.

A video titled "Two for One" uses a dynamic split-screen effect to convey the idea that Fiat's crossover has both practical function and Italian style, making it "the car you need and the one you want."

"Take it for a Spin," shot entirely with a GoPro camera, uses images of a beach and hilly terrain to suggest that the 500X, with available all-wheel drive and traction control, can go "just about anywhere."

In contrast to "Take it for a Spin" with its stripped-down GoPro approach to filming, "Around the World" was shot with four cameras simultaneously. Its slightly surreal effect also emphasizes the ability of the 500X to take drivers wherever they want to go.

Those first five spots are currently running on television and online, and a sixth video will debut later this month, featuring the song "HandClap" by Fitz and the Tantrums as its soundtrack.

"We needed to change the conversation and do a fundamental shift in strategy to highlight the specific attributes of the Fiat 500X crossover, including its larger size and 4x4 capability of the model," said Olivier Francois, chief marketing officer for FCA Group and head of the Fiat brand, in a statement.

Edmunds says: These unique videos provide a new perspective on the 500X and may help tempt buyers into Fiat dealerships.

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