On September 22, Fiat brought together the senior staff of its top management, and journalists specializing in motoring and lifestyle, at its complex in Lingotto (Turin) . For car enthusiasts this building is not new, far from it. We all know the oval located in its tech o, which served as a test and development bench for the brand in its most splendid years. After the merger with the PSA group, which has given rise to the Stellantis company, we were waiting for the organization of all its brands: Citroën, Peugeot, DS, Opel, Fiat, Jeep and Alfa Romeo , among others. It was important to know if the confidence in the Italians was going to be total and, after the presentation event of the new Fiat 500RED, there is no doubt: Fiat is reborn again.
Fiat begins its own resurgence with RED, the organization created by Bono and Boby Shriver to combat pandemics and with which they have designed an all-electric model and ambassador of the shared message “protect the planet and its people.” This edition, which will be available for the entire 500, 500X and 500L family , was created with the aim of raising awareness and fighting against diseases such as covid and AIDS, which is why the artists began their journey with RED in 2006.
The Fiat (500) RED
These units, which will have the parenthesis in the (500), will adopt the red color of the organization both in the bodywork and in the decorative details , despite being available in other tones. The interior does have some interesting curiosities, such as the red driver’s seat that is combined with the rest in black unless you opt for the red option. Money that will be raised to fight all types of pandemics.
Covid has modified our lives for almost 2 years, and we are still fighting the virus. AIDS, on the other hand, is the great neglected of our century, despite the tireless victims it accumulates. For this reason, Bono and Boby Shriver created RED, something that had to be transferred to the functionality of these 500. It has an air filter treated with a biocidal substance that eliminates 99.9% of the viruses and bacteria that can enter the system. of air. In addition, the boot and other surfaces are specifically treated with antimicrobials .
A spot of all
On the occasion of the launch of this special series, Fiat will screen an advertisement highlighting the universal mission of the (500) RED. As Olivier François, CEO of FIAT and CMO of Stellantis explained : “The aim of the New (500) RED is to spread the message of (RED) around the world, that is, that we can all play a role in the fight against pandemics ”. The 500 may be a small car but all kinds of people approach it: “Metaphorically, a large family made up of everyone, which this car is capable of welcoming and leading towards a better future , acting as an ambassador for the conscience and social commitment ”.
The soundtrack of the spot is the iconic Neapolitan song “o ‘surdato nammurato” , remixed by Ryan Tedder, a hymn to peace and love known throughout the world. Conceived by the Leo Burnett agency and produced by Buddy Film by Federico Brugia , this ad results in “a strong reference to the Italian nature of the product and the positivity of the message , highlighted by the slogan:“ Made for the planet. Made for its people ” and underlined by the choice of the color red, Red by (RED), for the bodywork and interiors”.
