COPENHAGEN, DENMARK – Fiat is transitioning into becoming an electric-only brand by 2030, in its pledge to phase out all combustion-engined models from its global line-up from 2025 onwards, starting with the Fiat New 500. The Italian automobile manufacturer’s new campaign for their first ever electric car features Hollywood star Leonardo DiCaprio, one of the most active celebrities in the climate change movement, a vocal environmental activist and champion of biodiversity for the past 25 years.
Titled “The Driver” and directed by Martin Werner, created by Leo Burnett, and produced by Movie Magic, the campaign starts with DiCaprio exiting his trailer after a shoot and handing his driver the keys to his electric car, the Fiat New 500. His driver seems skeptical with this choice. DiCaprio wordlessly encourages him to take the car out for a spin and lets the car speak for itself. As it warms up, the driver starts to slowly warm up to it as well, without even realizing himself. In the end, the driver decides to take the scenic route.
CREDITS
Agency: Leo Burnett
Executive Creative Director: Francesco Martini
Creative Director: Giuseppe Campisi
Senior Art Director: Gaetano Cerrato, Elisabetta Ursino
Senior Copywriter: Mara Mincolelli, Federica Altafini
Team Account: Paolo Griotto, Silvia Di Bucchianico, Valentina Bolognino
International Coordination Team: Ilaria Appiano, Diletta Marchi, Francesca Pagliasso, Elena Storella
Chief Strategy Officer: Ilaria Fruscio
Strategic Planning Director: Alessandro Mese
Head of TV: Alessio Zazzera
Producer: Marco Riccio
Editor: Andrea Vertone
Production Company: Movie Magic
Director: Martin Werner
DOP: Glynn Speeckaert
Executive Producer: Chicco Mazzini
Producer: Viola Luzardi
Producer LDC: William Green
Editor: Peter Brandt
Post Production: BAND
Media Agency: Starcom
CEO: Boaz Rosenberg
