Ad of the Day – January 27 (Milan)

Every morning I scour the web and look at the latest ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days you might not like it. But it’s the Ad of the Day!

Today’s pick:

  • Agency: Kube Libre
  • Location: Milan, Italy
  • Client: Fiat Panda
  • Name: “This is the Italy we like”

Why I like it:This ad would fit perfectly in my previous post about patriotic imagery in advertising, it’s a perfect example of the “rallying cry” approach. As such, I thought it was really, really nice. Keep in mind this is going to run in Italy, as part of a widespread campaign to launch the new Fiat Panda in that country. I don’t see how this doesn’t generate a powerful response, because it hits all the right notes: the cinematography has a nicely lyrical quality to it, as does the writing, it’s well branded, it’s emotionally persuasive, it has a powerful core idea that translates to multiple communications channels, and (in this case perhaps most importantly), it’s very emotionally charged. It transcends the category and dares to reach higher. Fiat in Italy has the credibility to attempt such a feat (not everyone does), and I think they do it in a very ballsy, artistic way. It reminds me of the Chrysler “Made in Detroit” mini-masterpiece from last year. Great work from a Milan based shop that I wasn’t familiar with – I sure am now. Well done, Kube Libre!

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