Italian automobile manufacturer Fiat took some inspiration from American drive-in theaters to prove to its Spanish customers just how comfortable the seats in their Fiat 500 really are. Aiming to create a fun and “theatrical” experience, the company invited people to watch an original stage play unfold in and around various Fiat 500 models.
Fiat created four short plays called “Speeders,” “Oh, It’s Him!,” “The Mutant Passenger,” and “The Half Woman” to convey the spirit of different Fiat 500 models. The off-beat plots were enhanced by a set of surreal posters, each of which tried to bring to life the characteristics of individual cars.
Tickets for the event were secured by reserving one through a Facebook app or turning up on the day, which granted a select few the privilege of watching the show unfold from their car while dozens more watched from outside. There were even ushers in attendance, and performance programs available to buy, all of which helped to complete the experience.