A new spot dares to traverse well-trod pandemic terrain—it shows scene after gorgeous scene of popular locations around the world—the NYC subway, the Arc de Triomphe, the Golden Gate Bridge, Anish Kapoor’s “Cloudgate” in Chicago’s Millennium Park—all devoid of human activity due to the coronavirus. The audio, however, clues us in to what those quarantined folks have been up to—squeaky bedsprings and heavy breathing grow faster and intense, climaxing alongside Strauss’ classic track “Also Sprach Zarathustra, Op. 30.”
Finally the ad reveals its point when we see the sheet metal on an automobile start to bubble and expand into a bigger vehicle. “After the quarantine, you’re gonna need a bigger car,” the end copy reads before the spot unveils Fiat’s 500L and 500X subcompact crossovers.
The spot, titled "After the Quarantine," is for the Europe, Middle East and Africa region and is running on FIAT’s social digital social channels. It was created out of L.A.-based boutique creative agency and production company Migrante. “We really wanted to create a film that was different from the ‘in these unprecedented times…’ messaging that is so prevalent right now,” says Leonardo Ricagni, Migrante founder and executive creative director. “We wanted something that was hopeful, light and positive. We are still in very tough times. However, we can not forget how important and healthy it is to laugh."