FIAT had a problem: They weren't selling enough EV's in the U.S.
Truth be told, they were hardly selling any - less than 500 units of the Fiat 500e were sold since launching in the US earlier this year.
They wanted to do something that would put get the public talking about the 500e.
So we suggested taking a big risk for a tiny EV...
We suggested comparing the FIAT 500e to another EV that is grabbing the country's attention: the Tesla CYBERTRUCK.
When crafting these spots, our intention wasn't to disparage the CYBERTRUCK in any way. More so, we wanted to highlight that EV's come in all shapes, sizes, and prices by celebrating the differences of the two vehicles while showcasing the 500e's exquisite Italian design and affordable price.
The goal was to cause online buzz, and did we ever.
Whether they loved or hated it, people couldn't stop talking about the FIAT 500e. CYBERTRUCK's lead engineer, Wes Morrill, even had something to say about the spot.
