Fiat Auto’s Stilo mid-size hatchback and Italian soccer star, Francesco Totti, have joined forces in a new TV ad, created by agency Armando Testa, which is currently being shown on Italian television. It will also be seen on other European channels during the World Cup.
In line with the ‘life in primary colours’ philosophy of the brand, the new Stilo advertising campaign SMS in-car reply to Totti from Liverpool and England striker, Emile Heskey, which takes the Roma FC star by surprise, and forces an ironic smile.
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The idea behind the ad is that the harmony of Totti’s imaginative footballing brilliance and Stilo’s strong personality creates a partnership for enjoyment, both on the soccer pitch and on the road.
Sales of the Fiat Stilo have been disappointing this year. The model competes in Europe’s most competitive market segment. The Italian car market has also turned down in recent months, making Fiat’s pricing and volume targets for the model difficult to achieve.
