Fiat is targeting "style-conscious thirtysomethings" in its latest U.K. campaign for the 500X model -- and it's using a longform dark comedy sketch to do so.
A film by London agency Krow, directed by James Lord at Seldom Differ / Jungle Creations, revolves around a woman having a funeral service for her "twenties." Into the grave go luminous drinks, bad boyfriends, fake tan, takeout and more, while the priest intones about how she now has to move forward into a new life. While she doesn't look too happy about it, at the wake she escapes out of the front door and into a brand new Fiat 500X, finally with a smile on her face.
“‘Farewell Twenties’ was written to raise a smile amongst everyone out there who has made the sometimes painful move from carefree singleton to responsible adult,” explains Vicki Saunders, managing partner at Krow. “Like most rewarding pieces of content, this film is the product of a true and relevant behavioral insight: there’s a lot you give up when you move into your thirties but driving in style shouldn’t have to be one of them."
The film is running on social and digital channels.