In recognition of the individuality of the 500, Fiat is launching a new advertising campaign designed to shake off gender stereotypes, age, lifestyle and fashion labels traditionally imposed by society and reflect the true personality of their owners.
The idea behind ‘Lose the Labels’ is to challenge conformity over individuality. Taking perceived wisdom of what people have to look like, or how they behave head on. The first executions in this campaign look at labels in fashion and celebrates people’s own individual style over the myth that to be chic, they need to follow the obvious trends.
Fiat UK’s Marketing Communication manager Kate Barratt said “The Fiat 500 has evolved from being the ultimate fashion accessory into something that makes more of a statement about the owner’s individuality. This campaign brings to life the distinctiveness of the car, which we believe will resonates with new and current owners.”
The Fiat 500 is a true Italian icon, now even more so with the introduction of the Star and Rockstar to the line-up. These two new versions feature unique colours, not found on other versions within the 500 range, allowing the driver even greater choice when selecting the specification that suits their personality.
Offering owners another way to express themselves, Fiat customers who purchase a vehicle from the new 500 range (Pop trim excluded) will receive up to 6 months free Apple Music (3 months for current customers). This will grant drivers access to stream over 50 million songs ad-free, creating a never-ending playlist.
From 20 May, 2019 the ‘Lose the Labels’ campaign can be seen at sites across the UK including London, Birmingham and Leeds as well as the official Fiat UK social channels. For more information about the Fiat range visit www.fiat.co.uk or to locate your nearest Fiat retailer visit www.fiat.co.uk/retailers.
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