Benvenuti amici!
There are a few things the Italians do well. Food, Mechanical invention, Drawing, Painting, Architectural Design, Interior Design, Style, Trendsetting, Pop music, footie, Motorized Transport Engineering, Design & Styling and Marketing are just a few of the gifts bestowed to the land of the boot. The Italians make certain these gifts come together in various ways, but none so perfectly as they come together in their films.
Specifically, the films of the '60s poured on the nationalism like no other era in the history of the country. Homegrown scooters & cars were filmed zipping in-and-out of insane Italian traffic.
The tradition of showcasing the zesty metal quickly spread beyond Italian borders. Even the Brits, famous for their own brand of nationalism, could not resist getting in on the action. Despite the fact their Mini is the star of the show, The Italian Job opens with Italian luxury & super cars, while the majority of the filming is set in Torino (Turin) and sets its lens on quite a few 500s.
The automaker actually refers to its television adverts as short films. To be sure, the narrative in many of those spots qualifies them as such. There is a seemingly endless treasure trove of these clips and they come from all corners of the world. They star the gamut of the FIAT line-up over the years and vary from strictly business to soap opera-style comedy to goofy action shorts.
The FIAT approach to marketing, whatever their latest release happens to be, resonates with me. The approach is what is commonly referred to (in graphic novels) as 'slice of life' and very few, if any, pages are left unturned.
Specifically, the films of the '60s poured on the nationalism like no other era in the history of the country. Homegrown scooters & cars were filmed zipping in-and-out of insane Italian traffic.
The tradition of showcasing the zesty metal quickly spread beyond Italian borders. Even the Brits, famous for their own brand of nationalism, could not resist getting in on the action. Despite the fact their Mini is the star of the show, The Italian Job opens with Italian luxury & super cars, while the majority of the filming is set in Torino (Turin) and sets its lens on quite a few 500s.
A few of many FIATs featured in The Italian Job
The Japanese seem to love the visage of Fititos too. There are two high profile anime, Lupin III & Dragon Ball, which featured the classic FIAT 500. The car plays just as much a key role in Lupin III as any other character in the long running manga/anime/feature film series.
Lupin III
Dragon Ball
In the USA, the car love in film has usually been reserved for our domestic muscle cars and the occasional European luxury & super cars. However, in recent years, FIATs are showing up in our cinema.
Disney/Pixar's Cars
Disney/Pixar deemed the Cinquino important enough in automotive history to create two key roles in their hit film as well as expanding to more than four in its sequel. It is always fun, for me, because I enjoy a bit of Latin flare. Ah, the flare. It all starts with the t.v. spots. FIAT makes the best use of syndicated shows as well as traditional television adverts.
FIAT 500 Abarth: Anger Management
FIAT 500e: environmentally sexy
The FIAT approach to marketing, whatever their latest release happens to be, resonates with me. The approach is what is commonly referred to (in graphic novels) as 'slice of life' and very few, if any, pages are left unturned.
FIAT Palio 'Hands Off' spot
FIAT Grande Punto 'Italian Job' Spot
FIAT 500 'Immigrants' spot
FIAT 500 'Immigrants' spot
… but I digress... Here is a peek at some modern non-Italian motion pictures featuring the Cinquecento (and other FIATs). May it inspire you to snatch a few precious hours with your loved ones, soaking in a bit of cinematic fun, while you take pride in seeing your daily driver on the big screen.
The American
You Will Meet A Tall Dark Stranger
Cars 2
Rum Diary
Total Recall
Identity Thief
"We'll see you at the movies..."
Vivere.Amare.Guidare.
Ciao!
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