FIAT AND FAITHLESS LAUNCH TV FIRST – THE PROMMERCIAL
aaamusic | On 09, Aug 2010
Following the announcement of a creative partnership between Fiat and dance act Faithless, details of their first exciting collaborative project have been unveiled.
In a move set to transform the way creative forces operate in the market place, the partners have produced a three-minute promotional video for new Faithless single ‘Feelin Good’ which will also serve as a TV advert for Punto Evo.
The full length video exclusive of ‘Feelin Good’ will be a Big Brother ad takeover screened on Sunday 15th August (Channel 4). Fiat has booked out the ENTIRE 3 MINUTE ADVERT BREAK for 9pm.
Viewers will simultaneously witness the launch of the World’s first music Prommercial – a hybrid of promotional video and TV commercial. After the initial video premiere, the Prommercial will run as a direct 30-second cut of the original music video until 12th September.
Marking yet another first for Fiat, the creation of a commercial TV ad that is a direct cut-down of a music video has never been done before – a claim substantiated by the IPA (The Institute of Practitioners in Advertising).
Elena Bernardelli, marketing director, Fiat Group Automobiles UK said:
“We’re thrilled to be launching the first ever music/brand ‘prommercial’. No other car brand has co-created a music video where the story has been written with the car and band as equal partners, both as important as each other to the plot. The video is really fun and uplifting and we hope it genuinely does leave people ‘feelin good’.
“We’re always looking at new ways to get our music to different audiences and exploring new ideas. The idea of showing our latest video on TV during an ad break is a first for us or any other band.”
Set to be one of the biggest music video productions of the year, the plot follows the extraordinary night of a young man and woman, whose incredible dance moves begin to attract the attention of fellow clubbers. It soon becomes apparent that the dancers’ moves are being directly affected by the movements of stylised dolls in the form of Maxi Jazz and Sister Bliss, hanging from the rear view mirrors of separate Fiat Punto Evo’s. As the cars navigate the dark city streets the dolls’ movements become more erratic and our dancers’ moves even more unbelievable. Inspired by the track’s lyrics, performed by Dido and Maxi Jazz, the video follows our dancers as they are awakened and energised by the car’s journey through the city.
As part of the campaign, Fiat is launching a limited edition ‘Feelin Good Punto Evo’ that comes fully equipped with the Blue&Me entertainment system, Start&Stop system, metallic paint, 15″ alloys, sports bumper, rear spoiler, dark tinted headlights, adaptive cornering foglights. 3-door available for just £9,595.
The car also comes with the test drive incentive of a free 2GB MP3 player and a copy of Faithless album ‘The Dance’, including an exclusive track, to anyone who test drives the Punto Evo before the 21st of September.
At a time when traditional promotional techniques are proving less effective, Fiat has conceived an innovative method of reaching new markets. And it’s only a matter of time before other trend-savvy companies pick up on their lead. The move also raises hope into an ailing music industry, where artists can no longer rely on record labels for financial support. As forward thinking companies shift their focus to the arts, a new breed of business partner has emerged.
Fiat and Faithless have created a new concept in music and share a creative vision to deconstruct existing modes of practice. More open-minded, fresh and adventurous music projects will surely be the result.
See the new ‘Feelin Good’ video in its entirety on Sunday 15th August @ 9pm during Big Brother. The 30-second prommercial will run from the 16th August to 12th September 2010.
Punto Evo ‘Feelin Good’ Limited Edition – Released Monday 16th August 2010
Special edition ‘Feelin Good’ Punto Evo will be kitted out with: Blue&Me Entertainment System, Start&Stop System, 15” alloy wheels, sports bumper, rear spoiler, metallic paint in one of 3 colours – Crossover Black, Easy Listening White, Acid Jazz Blue, dark tinted headlights, adaptive cornering foglights. You can get all this on a 3-door Punto Evo Feelin Good for only £9,595.
Test Drives between 16th August and 21st September
Fiat are offering a FREE 2GB MP3 player and a copy of Faithless album ‘The Dance’, including an exclusive track, to anyone who test drives the Punto Evo before the 21st of September.
About Fiat Punto Evo:
The Fiat Punto Evo is the latest in a long line of successful Punto cars. Car of the Year in 1995, more than seven million Puntos were produced worldwide. New Punto Evo – the latest evolution – is set to build on the strengths of its illustrious predecessors and move the game on with a host of new ideas and innovations that include latest generation MultiAir and MultiJet II engines and Blue&Me – TomTom navigation, mobile phone, trip computer and MP3 music player.
To locate a Fiat dealership or book a test drive visit evomusicrooms.com
Faithless are the biggest global dance act
Iconic front man Maxi Jazz
World famous superstar DJ Sister Bliss
Music impresario Rollo
2 x UK #1 albums
6 x UK top 10 singles
In excess of 15 million global sales
In an industry first Faithless pioneered the way by self-releasing new album The Dance with two exclusive partners in the UK (the largest physical retailer Tesco and the largest digital retailer itunes)
Faithless Tour Dates
12th Aug – Sziget, Budapest, Hungary
13th Aug – Machac O2 Festival, Czech Republic
21st Aug – V Festival, Weston Park Stafford, UK
22nd Aug – V Festival, Hylands Park Chelmsford, UK
28th Aug – Zurich Openair SWITZERLAND
4th Sep – Privilege Ibiza San Rafael, Ibiza, SPAIN
23rd Oct – DS Megasport/ Hockey Palace, Moscow, Russia
12th Nov – Creamfields, Santiago, Chile, SA
13th Nov – Creamfields, Buenos Aires, Argentina
20th Nov – Sports Palais Antwerp, Merksem, BELGIUM
26th Nov – A’hoy Rotterdam, NETHERLANDS
Tweak Your Nipple – OUT NOW
Feelin’ Good – 27th September
Sun To Me – October 2010