Fiat’s latest ad presents the Fiat 500 Abarth in a whole new way.
In a print ad for its new Fiat 500 Abarth, Fiat went beyond the usual sexy and beautiful female models that are seen in many car ads, and went for sexy, beautiful, AND very flexible body models.
The ad was created for ESPN Magazine’s yearly Body issue, which hit the newsstands July 10th. The car brand hired a few contortionists, circus performers and physical artists, covered them in some body paint, and made them assemble and form into the Fiat 500 Abarth Cabrio.
According Head of FIAT Brand North America Jason Stoicevich, Fiat wanted to create an ad for the magazine that was as ‘visually unique as the Fiat 500 Abarth Cabrio.’
The notion of the ‘Body Paint’ print ad conveying athletic grace in a magazine that specifically devotes itself to covering athletes around the world sparked a perfect union for the FIAT Brand.
The video below shows the making of this unique ad.