F1 Star Fernando Alonso Headlines Fiat 500 TwinAir Campaign

Fiat Group Automobiles is preparing to roll out a new advertising campaign starring Scuderia Ferrari driver and two-time Formula One World Champion Fernando Alonso.

The campaign will launch the new Fiat 500 TwinAir range in Italy and is based around the tagline: "Fiat 500 TwinAir. Everyday Fun!"

Produced by Armando Testa, Italy's top advertising agency, and presented in print, TV and radio formats, the new communication strategy is based around the principal that driving pleasure does not necessarily require a large car.

The television spot, for example, features a patient so dependent on exhilaration that he requires the care of a psychologist. The doctor asks what the patient loves to do in his spare time and this generates an unexpected flood of memories and emotions:
"I like going to the movies, going out to dinner, going to the supermarket, going buy the newspaper, going to the park..."
In each scene, the Fiat 500 TwinAir is central to the action but it is only near the end of the ad that true identity of the patient is revealed as being that of Fernando Alonso.

The Fiat 500 TwinAir remains the most environmentally-friendly petrol-engined car in the world with CO2 emissions and fuel economy figures as low as 92g/km and 4.0L/100km respectively. At the same time the two-cylinder, turbo-charged, 875cc engine also offers a surprising level of performance and driving please. With 85hp, and 145Nm of torque available from just 1,900rpm, the Fiat 500 TwinAir can reach 100km/h from a standstill in just 11 seconds and its top speed is 173km/h, which is more than enough to keep even the likes of Fernando Alonso smiling.