Following the recent win of the Fiat's creative duties, Saints and Warriors, has created their first TVC for the Italian based car manufacturer.
The TVC has been created to show the new Fiat Punto and Linea 2012. The film opens in an ocean bed where spare parts of a Linea and Punto are shown converging to form complete cars. A super displays all the features of the revamped cars with visuals depicting the new features. The film ends with a shot of both the cars in the ocean alongwith the voiceover introducing the new Linea and Punto.
Along with the TVC a print campaign has also been created.
Commenting on the campaign, Sartaj Jaffri, branch head, Saints and Warriors Mumbai said, "Keeping in mind the brand essence and product offering, and looking for alignments with the end consumer, we struck up on an insight that the passion of the Fiat brand to achieve against the odds was a trait that the TG identified with even in their own personal lives. The overlap of the product offering with the consumer’s mindset provided the sweet spot for a 360-degree campaign with the potential to resonate strongly with the TG. This drive and deep passion for developing and improving on Fiat’s products provided the perfect platform for the creative leap that led to the new Fiat ocean campaign."
Shrenik Chheda, creative group head, art, Saints and Warriors added, "In the new Fiat Linea and Punto 2012 ocean campaign, the depth of the ocean became a simile for the depth of passion needed to achieve something special. The challenges of building a car against the odds under the ocean was the creative backdrop for the core message."
Commenting on the idea behind the campaign, Pratim Putatunda, creative director, Saints And Warriors said, "Considering that almost all auto advertising in the country tends to operate in the ‘real’ space, a divergence in creative execution to occupy the vacant ‘surreal’ space sets this campaign (Fiat Ocean Campaign) apart from the clutter. With the idea that those who truly have a deep passion to create something unique and meaningful are personalities who have got heart to take on come-what-may and succeed, the positioning line for Fiat crystallised into the phrase ‘Got Heart!’ This sat well not just with the target audience’s persona, but also the product, as Fiat cars have at their heart some of the most advanced engines in the world."
The TVC and print campaign will be supported by outdoor, digital and POS advertising.