Hoping that lightning can strike twice, Fiat has launched a new 90-second television commercial reminiscent of Chrysler’s “Made in Detroit” TV spot that aired during last year’s Super Bowl.
The commercial was created by Fiat brand head Olivier Francois, who was actually responsible for Chrysler’s original Detroit ad. Playing off those original ideas, Fiat’s ad is set at the company’s Pomigliano plant near Naples, which is located in one of Italy’s poorest areas.
The ad prominently features workers assembling the Fiat Panda at the Pomigliano plant. Fiat recently shifted production of the Panda to Italy from Poland as a part of a 20 billion euro initiative to modernize its Italian plants.
Drawing parallels to the “Made in Detroit” ads, the Fiat commercial plays off Italy’s recent struggles, but counters with an overall uplifting message.
“We can choose which Italy to be,” says the ad, which started running on Italian television on Sunday. “It’s time to decide whether we want to be ourselves, or to be what others think we are.”
Appropriately, the commercial ends with the tag line, “The things we make make us.”
