08 Jun 2021
Fiat takes to the field to support the Italian national football team (‘the Blues’) and Italy’s restart, celebrating this big moment with a new advert
As Top Partner of the FIGC (Italian Football Federation) and Official Car of the Italian national football team, Fiat celebrates the Blues’ return to the pitch at the UEFA EURO 2020 with an advert that pays tribute to Italian football and to Italy itself, now aiming to restart optimistically.
- As Top Partner of the FIGC (Italian Football Federation) and Official Car of the Italian national football team, Fiat celebrates the Blues’ return to the pitch at the UEFA EURO 2020 with an advert that pays tribute to Italian football and to Italy itself, now aiming to restart optimistically.
- The advert, now on air on TV and online here, tells of the passion that has always united Fiat, the Italian Football Federation and Italy itself: cheering on the Italian national team.
- The track chosen for the advert soundtrack is “Uno” by Ermal Meta, full of the same passion that defines the fans of the Blues.
As Top Partner of the FIGC and Official Car of the Italian national football team, Fiat gets back on the pitch to celebrate the Blues and their UEFA EURO 2020 matches in Rome and in 10 other European cities from June 11th to July 11th, 2021. It is also celebrating the return of the Italian national team and Italy itself with a new advert – on air on TV and online here.
The common thread uniting Fiat, the Italian Football Federation and Italians themselves has long been this union of intentions that results in cheering for the same flag and in admiration for the Italian national team.
In the words of Olivier François, CEO of the Fiat brand and CMO at Stellantis: “The Italian national football embodies and promotes the wholesome values of sport, such as loyalty, respect and competition. And, like the Fiat brand, it is an ambassador around the world for Italian culture and the positive values we are all proud of, which we see in ourselves and others see in us. The Blues gather millions of people around them, football fans and others, and at such a difficult time, Fiat is taking to the field alongside the Italian national team and Italians themselves with a campaign standing as an anthem to the restart.”
Indeed, the bond with the Fiat brand is the culmination of a journey that began over a century ago, one that has long seen Fiat and Italy arm in arm in their societal, industrial and cultural development. That journey now also translates into willingness to support initiatives and projects that promote the principles of democracy and inclusion, universal values shared with the world of sport.
“Tradition and innovation form part of Fiat’s and the Italian Football Federation's DNA,” said Gabriele Gravina, President of the FIGC. “These are also the strengths of today’s Italian national football team, which has already become a symbol of the restart for the whole country. The exuberance and desire to amaze among Mancini’s Blues fits perfectly with the message put out by this new campaign.”
After months of shutdown, it's now time to restart with momentum, and with optimism to aim at a better future. The Fiat advert aims to celebrate Italy’s greatest victory: on the one hand, finally returning to the streets to celebrate the Blues; on the other, supporting the restart in this country and the desire to return to freedom of movement and travel, in the name of increasingly sustainable mobility as promoted by the Fiat 500 and Panda Hybrid, the focus of the advertising campaign.
The images of empty streets and deserted towns we see in the Fiat advert are no longer synonymous with lockdown: the people of Italy are now at home cheering on the Blues before they take to the streets to celebrate the Italian national team. The track chosen for its soundtrack is “Uno” by Ermal Meta, the music video for which features a hybrid model of the Fiat 500 Sport. The song slots perfectly into the advert's narrative, being just as full of the same passion that defines every fan of the Blues.
Fiat’s support for Italian football can also be seen in the Casa Azzurri (Home of the Blues), promoted and organized by the FIGC, with over 5,000 m2 of indoor facilities close by the Stadio Olimpico to host supporters, athletes, sponsors and the media. The big name here will be the New 500, the object of desire for new urban mobility: beautiful, high-tech, sustainable and connected.
Turin, June 8th, 2021