Posted August 1, 201113 yr AUBURN HILLS, Mich., Aug. 1, 2011 /PRNewswire/ -- The FIAT® brand announced today the launch of an all-new marketing and advertising campaign, the first since its return to the North American market. The comprehensive campaign combines broadcast, print, digital and experiential initiatives and will be focused in the brand's key markets together with complementary national advertising efforts. The introduction of a new tagline, "Simply More," sets the tone for the campaign. The brand's first national television commercial, "Drive-in," is scheduled to air on Monday, Aug. 1, on national and cable networks. "This campaign captures the perfect combination of wit and charm and is designed to engage current and potential customers, as well as increase brand and product awareness in key markets," said Laura Soave, Head of FIAT Brand North America. "We are excited to introduce the FIAT brand and the Fiat 500 to a new generation of consumers, and the timing couldn't be better as the 500 Cabrio joins our 500 hatchback in more than 90 studios around the country." Simply More The FIAT brand's new tagline, "Simply More," defines the Fiat 500 as everything you need and nothing you don't. It represents the notion that the simple things in life are treasures, alongside the thought that the richness and fullness of a life well-lived is defined by one's view of self-expression. Television – "Drive-in" The advertising campaign kicks off with its first broadcast commercial, titled "Drive-in," which debuts on national and cable networks today and features "Jailhouse Rock," a song made famous by Elvis Presley. The song was an instant classic and inspired a generation; it was released in 1957, the same year as the introduction of the Fiat 500 in Europe. The 30-second television commercial is a perfect juxtaposition of brand heritage and today's Fiat 500. "Drive-in" introduces the concept of how compact vehicles can be strong, beautiful and simple. Additional spots focusing on the vehicle features and capabilities will begin airing later this quarter. Brian B)
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