The new generation of the sexy Fiat 500 recently arrived on the American shore, and quite unconventionally, it seems, as shown by this great ad.

In Fiat’s recent online video contribution, the cars are depicted as taking superb swan dives into the sparkling waters of the Italian seas, and driving nonchalantly into the ocean, as they bid the Italians farewell and embark on an underwater ‘drive’ to the USA. 

Then, on arrival - and to the amazement of a few fishermen nearby - they emerge on New York shores, and immediately hit the streets. It’s a sight reminiscent of a scene in an old 007 flick. Because of their irresistible charm, the cars become an object of awe to the American pedestrians and motorists, not long after their ostentatious arrival, stateside.

The impressive display of fictionalisation in the ad reflects premier standards of excellence in video production and editing, and the fleshing-out of a great creative ad concept.

Driving home the genius of the idea, and the effective execution is the fact that even though there is a disclaimer stating clearly that the ad is a ‘…Fictionalization! Do not attempt’ it’s quite amusing to note that some comments for the video still read: ‘…cannot believe they went underwater!’  

Published on YouTube on the 16th of July 2012, the video has, to date, collected a whopping 1,596,321 Views, and a total of 2,948 Likes, 481 comments and 139 Dislikes. In my view, it is the exceptional production and execution of the make-believe that make this contribution a stunning success.

What do you think, great advertising or just played out?