Fiat 500e - Giorgio Armani Collector’s Edition / Runway Ovation Milano (2024) :30 (Italy)

As soon as I recognized the streets of Milano, I thought "they are never that empty", but also recalled how I feel like a hobo walking around there as everyone is so fabulously dressed. The entire city is a runway. The people watching is superb! Little children in their Sunday best exude elegance at an age where I was never seen without knee-bandages and gum in my hair.

So, it's quite fitting that this is the runway streets the limited edition collaboration between Fiat and Giorgio Armani, drives down to intruduce itself - the Fiat 500e Giorgio Armani Collector’s Edition. As soon as the driver reaches via Montenapoleone, the street has been transformed into an open air runway.

777, the agency founded by Armando Testa and Herezie, won the pitch to assign the advertising campaign for the new Fiat 500e Giorgio Armani Collector’s Edition. 777 created the campaign (TV, print, digital, Social) for the launch of this new special series which can be ordered from today in Europe and will soon also be available in the Middle East, Africa and North America.

It's all very Italian throughout, to the tune of “Città Vuota” the two new models meet on the runway, and for a moment we glimpse Giorgio Armani himself in the rear-view mirror. The tagline “Don’t drive it. Wear it.” ties the ad together. It's all quite beautiful, and I really want another Fiat right now! I haven't been this excited about a car since the Fiat Gucci launch. I might have a type. Of car, that is.

Agency: 777
Executive Creative Director: Andrea Stillacci
Creative Director: Raffaele Balducci
Creative team: Federico Albanese, Marta Foli, Thomas Marino
Client Director: Stefano Piccini
Client service: Federica Tos

Producers:
Production Company: Buddy Film
Executive Producer: Alessio Gramazio
Director: Federico Brugia
Director of Photography: Marcello Dapporto

Music:
Title: Città Vuota
Composers: D. Pomus / M. Shuman / G. Cassia
Publishing: Warner Music Publishing Italy Srl
Master: Red Rose Productions
Arrangement and cover version: Flavio Ibba- Carlo Palmas
Voice: Lucrezia Bossos